MAM
TVCs more effective than product placement in TV shows in the US: Study
MUMBAI: While product placement in television shows is growing in the US a new study has found that TVCs are still more effective in influencing consumer behaviour. The conventional medium of television advertising is very much alive.
According to a recent study by single-source provider of custom business research services Find/SVP, more than half of the consumers surveyed (52 per cent) said that they would be much more or somewhat more likely to purchase a product seen in a commercial versus one featured in a product placement (23 per cent).
Subliminal effects notwithstanding, the study also found less than one in four Americans believe that a product seen in a show would motivate them to purchase.
Relatively speaking nine per cent of consumers surveyed said brand cameos during programs would actually make them much or somewhat less likely to
purchase the product compared to advertising at 6 percent. Find/SVP’s study asked 1,000 consumers in August 2005 a range of questions online to determine
their opinions on traditional TV advertising compared to branded entertainment or product placement.
Find/SVP VP marketing Frank Dudley said, “Even with the exponential growth of spending on branded entertainment, traditional TV commercials are still having an impact on consumers. These findings
speak to consumers’ familiarity with the traditional advertisement. However, using branded entertainment within a fully-integrated marketing campaign has the potential to deliver the measurable results marketers’ desire.”
The study revealed a disconnect with some consumers regarding the intent of all TV marketing practices. Assuming all things equal, when consumers were asked the primary objective of various marketing activities, fewer than half (43 per cent) agreed completely that a scene in a show featuring someone using a product was an attempt to influence purchase. Not surprisingly, 73 per cent of consumers surveyed said that the primary objective of TVCs was to influence purchase.
TV commercials were more acceptable across all types of programming for consumers. When asked within what type of TV show is most acceptable for
them to be exposed to such marketing practices, more than half of the respondents accepted TV commercials for each genre including dramas, sitcoms, talk shows and reality shows. However, consumers surveyed were much more likely to accept product placement in scripted shows (36 per cent in dramas, 47 per cent in sitcoms) than reality shows (25 per cent).
Dudley adds, “Innovative marketing strategies will continue to impact and influence consumer purchasing behavior. Product integration in all forms of entertainment will continue to see success, but this new study proves that the television commercial is not dead.”
Consumers surveyed were asked to recall the well-publicised car giveaway on The Oprah Winfrey Show earlier this year. Supporting the findings cited above, only one in three (36 per cent) actually recalled seeing the episode, and 44 percent of those who saw the show recalled the car she gave away a Pontiac. Not surprising of the males who saw the show 51 per cent recalled the car, and of the females who saw the show 40 per cent recalled the car.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
