Product Placement in Reality TV Removes the Reality

"Hey Guys! We just got a message on our T-Mobile Sidekicks!"
flash product shot
"You'll win a one year design contract with Banana Republic"
flash brand logo

Sound like 30-second spot in primetime?

It's the sad reality that is reality tv. MTV's The Gauntlet 2 is a competition between former cast members of their formerly popular "Road Rules" and "The Real World", both reality shows themselves. The Gauntlet 2 is also a master at product placement. Whether it's the t-mobile sidekicks they use to get competition info on, or the $1000 Best Buy Gift Certificates the winning team wins after each challenge- product placement is everywhere. In fact, the entire competition itself is taking place in Trinidad and Tobago- a fact the tourism council does not let you forget, by way of the host announcements in the beginning of every episode. It's marketing genius.

MTV isn't the only cable channel using product placement extensively. Bravo has a hit on it's hands with "Project Runway" and competition show to find the best unknown designers in America and give them the chance to show their stuff. And to show off Banana Republic as much as possible. The contestants workroom is located in the basement of the banana republic design studio, and the BR logo is everywhere. In one challenge, which was used again the second season, is to design a window display in a major New York City Store. Which Store? Banana Republic of course!

It's surprising that Donald Trump even needs to sell ads to be able to produce "The Apprentice", every team mission revolves around another brand,product, or service. In a recent episode, the two teams were to design a guerilla marketing campaign for Gilette Fusion razors in an attempt to attract the most text messages. And the list ,unfortunately, for this show continues onward.

Why is it that reality shows in particular feel the need to use product placement more blatantly than fictional programming? Perhaps it's the need to draw attention to one brand in particular when compared to the shoes, shampoo, and t-shirts that the contestants are already innocently wearing.

UK bans product placement : Relief? or Economic Hardship

Long Ago, The United Kingdom (England to the unenlightened) enacted laws that have effectively cut product placement from their original shows. In-program advertising is still available in television shows that are imported- including Desperate Housewives and 24, two huge standards of brand placements here in the United States.
Unfortunately, not having this marketing opportunity has hurt the country economically according to the European Comission. The UK is at a disadvantage when compared to the United States counterparts.

Presently, it may all be about to change. Soon after the Europen Commission made this announcement, Ofcam, a telecommunications regulator began a series of discussions to discover if there was a direct hit to their economy because of the lack of product placement. "According to Ofcom, developments in the television market, audience fragmentation and video on demand have challenged the value of traditional spot-advertising." Programming funding in the future could be at risk if advertisers aren't assured that television is a viable medium.

Obviously, there is a huge outcry from the National Consumer Commission who claim that product placement would detract from the original creativity that the shows currently posses. It would interfere with the entertainment prospects by becoming blatant marketing efforts. (wonder where they got that idea- 24!)