Date: 02-06-2008
Branded entertainment valuation company iTVX has partnered with research firm Marketing Evolution to create a new service for measuring the marketing effectiveness of new brands. The new service, called Total Entertainment Accountability and Measurement Solution (TEAM Solution), helps in measuring the impact of product placements and branded entertainment on brand values. Dial Corp.’s Renuzit brand is TEAM’s first client and is using the service to determine the value of integrations of its new TriScents air freshener in A&E and HGTV programs this month. “There are numerous brands that will utilize branded content shows as a catalyst for new product launches. Comprehensive measurement on these complex, high-priced deals is no longer optional — it’s mandatory,” said Frank Zazza, CEO of iTVX. TEAM Solution costs advertisers about $75,000 per integration.
