He estimated that product placement advertising was worth well over $ 20 billion in 2021.
For production companies, the arrangements can be mutually beneficial, as showcasing recognizable brands can make a show more realistic, Ms. Jones said.
In this particular case, the inclusion of Peloton was integral to moving a story forward. “Peloton provided a solution to their problem,” she said.
Can HBO protect itself?
Usually when a company is so unhappy with the way their product has been portrayed that the idea of litigation is thrown up, “TV shows claim it’s a travesty, that viewers obviously knew it was. was fictitious, “Beth L. Fossen, assistant professor of marketing at Indiana University’s Kelley School of Business, said Friday.
This approach generally works for shows like “Saturday Night Live,” she said.
But given that Peloton has been the subject of unfavorable headlines this year about a child who died in an accident involving one of his treadmills, the storyline may have “touched a bit too close to home.” “for this argument to work,” said Professor Schweidel.
At least for now, it looks like Peloton is unwilling to sue. In a statement on Saturday, Dr Suzanne Steinbaum, cardiologist with the Peloton’s Advisory Board on Health and Wellness, noted that “Mr. Big has lived what many would call an extravagant lifestyle – including cocktails, cigars and big steaks – and was in serious danger because he had already had a heart attack in season 6. “
Dr Steinbaum said Mr Big’s lifestyle choices, possibly in conjunction with a family history of heart disease, were most likely the cause of his death.
In fact, she speculated, “riding the Peloton bike may even have helped delay her cardiac event.”