Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique

Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the same effectiveness. Rather than focusing on the placement itself, this research proposes to explore new insights concerning viewers' reaction during the second step exposure. A sample of 3,532 DVD French viewers has been used to link the way the movie has been viewed, chosen and appreciated (or not) with a spontaneous brand placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest in the technique, and complete the academic knowledge on the topic. A profusion of brand placements does not mechanically increase the number of brands recalled, and a first viewing of the movie at the cinema, just as watching it at home on a large home cinema screen, improves the brand placement recall. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie he watched