Coronation Street begins product placement

Nationwide cashpoint will be the first instance of the practice in the long-running ITV1 soap

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Coronation Street is to have product placement for the first time in the shape of a Nationwide branded cash machine. 

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From Monday
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.

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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.