Special formats and product placement
Beyond spots and sponsorship, broadcasters offer formats that give a brand more time or place it inside the content: longer presentation formats, product placement in programmes and the channels’ own special projects — Showtime on Prima is one example. Each has different rules, labelling and pricing logic, and not every one suits every message.
What we deliver
- An overview of special formats available for the goal and budget
- Assessing whether the message needs a longer format or a spot
- Negotiating terms and coordinating with the broadcaster’s production
- Checking legal labelling of product placement and commercial content
- Evaluating performance alongside the rest of the campaign
When a longer format makes sense
Thirty seconds is enough for one message. A product that needs explaining, demonstrating or showing in use will not fit. Longer presentation formats and broadcasters’ special projects provide the room, but at a different price and with different reach from a standard spot.
So such a format works not on its own but as a complement: spots build reach, the longer format explains. Whether it pays off depends on how complex the message is and how well it can be shown.
Product placement and teleshopping have their own rules
Product placement means placing a product inside a programme. The law permits it only in certain programme types, requires labelling at the start and end of the programme and after ad breaks, and forbids undue prominence or direct encouragement to buy. It is excluded from children’s programmes and news.
Teleshopping is a different category from a spot — a direct offer for sale with its own rules on length and labelling. Advertisers need to know which format they are buying, because content requirements differ accordingly.
Frequently asked
- What is Showtime on Prima?
- It is an example of a special format a broadcaster offers beyond a standard spot — more time to present a product or brand. The exact parameters, dates and terms are set by the broadcaster and change; we find the current offer for your campaign and compare it with other options.
- What does a special format or product placement cost?
- The broadcaster sets the price by format, programme and scope, often case by case. Send the inquiry form with your product and goal, and we will find which formats make sense.
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