Jennifer R. Miller

I must confess that my relationship with Tivo is becoming rather ‘dependent.’ But first, a big fat thank you. Thank you Tivo; for graciously giving me an option to fast forward through five minute commercial intermissions that so frequently annoy me. When advertisements do run, I rarely pay attention. Yes, every now and then a commercial will catch my eye, but they are few and far between. Thanks to my pal the DVR, as I fast forward through my commercial-less world, I wonder:

“Have I become out of reach as a target in the television world? Am I un-targetable?”

Absolutely not! I am targetable, and the marketers know just how to reach me. It’s called product placement and it’s everywhere. You’ve seen it. Pepsi cans, cars, laptops and other products blatantly broadcast for all to see. What an intelligent idea this is, having writers and artists create a purpose for a product in a specific situation.

General Hospital targets me as a woman. In the past year, I have noticed the ABC daytime soap take elaborate steps to incorporate brands and or products such as Doritos, Healthy Choice, V8, Crush, Prego, Perrier and more into its script.

American Heart Month in February provided brands with ample opportunity to inject their products into General Hospital. Healthy Choice and Prego products were scripted into the show. Actresses talking about everything from soup to spaghetti sauce all while stressing the importance of eating healthy. The majority of viewers are women and the rising concern of heart disease within this gender group provided valuable awareness, along with brand recognition.

However, the product placement is not always for the benefit of the buyer. Recently on General Hospital, a pretty blonde walked onscreen with a bag of Doritos. It was not the product itself, but how she referred to them as ‘the good cheesy snack hiding in the cupboard,’ that caught my attention. Right, I thought, like this beautiful thin actress actually eats that processed food. Any matter, as I lay on the couch watching her grasp the big red bag of chips, I wanted some too.

Perhaps Tivo has been a blessing in disguise for advertising. Different demographics can be reached in staggering numbers. From family fun, to sci-fi – marketing to specific individuals via script and screenplay is evolving fast.

Will this strategy continue to evolve in advertising or will viewers eventually see right through it? The one concern I find is this; has television become one giant advertisement?

Graphic Credit:
Sabrina Segal