Bond Series: Product Placement

April 22, 2008–Product placement has played an increasingly significant role in Hollywood blockbusters, and the James Bond films are no exception.

The last Bond film benefited from high-end sponsors, such as Omega, Sony, Ford and Sony Ericsson. TV shows have also lured advertisers, often preferring product placement or sponsorship over more traditional advertising.

Shows like Extreme Make-over: Home Edition would not exist without the backing of Sears, the department store chain, and Desperate Housewives often make millions of dollars from product placement deals.

TV sponsorship has become a huge market in the U.K. This year, Pedigree, the pet-food unit of Mars, became the first company to fully fund a TV programs on ITV. The move has been seen as a precursor to widespread product placement on commercial TV in Britain.

ITV said it was in talks with 30 advertisers to fund fully a range of productions. TV advertising will become more about the 30-minute sponsored advertisement than the 30-second slot.