Product integration: The gold behind the American Music Awards

Date of publication: June 21, 2005


ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compares brand and program metrics for the product integration compared to the same brand appearing in commercial exposures. Viewer's attitudes and reactions to the integration and the program were also explored.

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