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Movie and TV Product Placement Segmentation System

The Simmons® National Consumer Study and National Hispanic Consumer Study are now accompanied with free segmentation systems--one of which is the Movie and TV Product Placement segmentation system. Simmons divided Americans into four segments for movie Product Placement and four segments for TV Product Placement. The definition of each segment is listed below.

  • Movie Emulators: This segment has the strongest connection to branded goods or services placed into the context of movies. They are engaged and aware of product placement, and the recognition allows this segment to remember, try and purchase brands or services they have seen in a movie.
  • Movie Noticers: This segment notices branded goods and services placed in movies.  While they are more likely to remember the placed products, they do not feel that placement affects their shopping behavior.
  • Movie Indifferents: This segment has mostly neutral attitudes toward Movie Product Placement.  They are disengaged for most product placement attributes but are slightly more likely to be influenced to buy when a character uses a product.
  • Movie Rejecters: Movie Product Placement has the opposite of the intended effect on this segment. This group has negative attitudes toward branded goods or services that are placed into the context of movies.
  • TV Emulators: This segment has the strongest connection to branded goods or services placed into the context of television shows. They are engaged and aware of product placement, and the recognition allows this segment to remember, try and purchase brands or services they have seen in a show.
  • TV Noticers: This segment is devoted to TV and notices branded goods or services that are placed in television shows. However, they are less likely to remember the product and do not feel that placement in the television program affects their shopping behavior.
  • TV Indifferents: This segment has neutral attitudes toward TV Product Placement.
    Members of this segment appear to be disengaged when it comes to noticing or remembering products placed in television shows.
  • TV Rejecters: TV product placement has the opposite of the intended effect on this segment. This group has negative attitudes toward branded goods or services that are placed into the context of television shows.

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