Fakkert, M. M. S., Voorveld, H. A. M., & Van Reijmersdal, E. A. (2014). Brand Placement in Fashion TV Series. In S. Buseljta Bank, P. De Pelsmacker & S. Okazaki (Eds.), Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising (pp. 217-228). Wiesbaden, Germany: Springer Fachmedien.

Abstract: This article presents a content analysis of brand placements in three fashion TV series: The Hills, The City and Gossip Girls. For each series a complete season was analyzed. Several characteristics of the brand placements were coded: the extent to which the characters are involved with the brands, the length of the placement, the value of the placed products, the product categories and the prominence of the placement. Results show that a total of 350 placements were present in the three series. The average number of placements ranged between 20 and 5 per episode. Almost one third of the placements were for clothes.

Link: http://link.springer.com/chapter/10.1007%2F978-3-658-08132-4_16