Coronation Street is to have product placement for the first time in the shape of a Nationwide branded cash machine.
14 November, the ATM will replace the existing generic cashpoint in Dev’s shop and will be accompanied by a branded sign outside the store next to the famous cobbles.
The deal marks the most high-profile use of product placement on British television since Ofcom relaxed the rules on the practice earlier this year. At present only a handful of deals have been struck – mainly on digital channels and out of primetime slots.
Nick Price, from MPG Media Contacts, who brokered the deal, said: “This
is the first product placement deal for one of ITV’s flagship peak-time
shows, and we believe it will be the tipping point for a wave of new
product placement deals over the coming year.”
Gary Knight, the
commercial content director at ITV, said: “Editorial integrity remains
at the heart of what we do as we continue to talk our clients about a
number of product placement opportunities, spanning a range of
programmes and channels.”
Ofcom guidelines state that “placed” products must not be given “undue prominence” and must be editorially justified.
In addition, anyone worried that Newton and Ridley will be making way for a real beer on the taps in the Rovers Return anytime soon needn’t be concerned. The current regulations do not allow alcohol to be placed in programmes – one of many prohibited products, including tobacco, gambling products, high fat and high salt foods or drinks, medicines and baby milk.