Abstract: This article presents a content analysis of brand placement on Dutch television, followed by 24 interviews with the parties involved. By combining a content analysis and a practitioners’ perspective, this article offers unique insights into the increasingly popular phenomenon of integrating advertising into television content. Analysis of one week’s television programming showed that programmes with brand placement are growing into a significant part of Dutch television. A fifth of these sponsored programmes can be classified as brand-integrated programmes in which brands are an intrinsic part of the programme. The practitioner interviews showed that these brand-integrated programmes were considered as the future of advertising. Moreover, the interviews gave insights into the mutual relationships between the different parties, showing that practitioners use the law restrictions to estimate the acceptance levels of the audience with respect to television sponsoring.
Keywords: brand placement, television, integrated advertising