Introduction

This submission is provided by Madigan Cluff, with support from Essential Television Statistics Ltd, in response to the Audiovisual Services Directive Consultation on proposals for product placement in television programming in the United Kingdom.

Madigan Cluff specialises in evaluating brand presence and was created in direct response to the dramatic shifts in the media marketplace in recent years. Founded on knowledge and expertise built up over many years at the head of Media Audits (Michael Cluff), and the sophisticated databases owned by Essential Television Statistics Ltd. (Paul Madigan), the company offers a unique quantitative and qualitative perspective relating to the presence of brands within programmes.

Madigan Cluff provides robust analysis of the media value of sponsorship and branded placement activities, and of the additional volume generated when the programmes involved are shown in overseas markets. The information it creates is of interest to both brandowners/ advertisers and to production companies and broadcasters.

Context
Helping UK programme production to continue as a worldwide success

The UK has a long-established record as a successful exporter of programmes and films to the rest of the world. As well as generating valuable foreign revenue for a highly-regarded British film and TV industry, these provide a high-profile platform for promoting ‘Brand GB’ in a global market place.

In sport - where the UK has for many years accepted and optimised sponsorship, on-screen brand imagery and other forms of commercialisation - we have generated major income for the country through the success of Formula One car racing, Premier League football and international cricket, among others.

Direct paid-for product placement is also legally accepted within British-made feature films, offering opportunities for a non-refund funding source to producers and international brand visibility[...]

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