Netflix has roughly 75 brand partnerships for Stranger Things

"A limited supply of [New Coke] will be available starting on Thursday as part of a robust promotional campaign related to the coming season of “Stranger Things,” the supernatural thriller set in the 1980s. New Coke will also appear in several episodes of the show. Representatives of both companies said no money changed hands in that product-placement deal.
The return of the failed drink comes as Netflix ramps up its corporate partnerships and merchandising deals in an effort to recruit even more people to the streaming service, which has 149 million paid subscribers worldwide. Netflix said it had reached agreements with roughly 75 brands to spread the word about one of its biggest hits.
Because of the new push, which rivals the campaigns for summertime blockbusters, “Stranger Things” may be hard to avoid in the coming weeks. H&M and other retailers will sell clothes that replicate what the show’s characters wear. Baskin-Robbins will serve new flavors referencing the program’s Scoops Ahoy ice cream parlor."

Source:  New York Times, 21st May 2019

Channel 5 only makes about 2/3 of it's income from spot advertising'

"One of the interesting things about Channel 5's business model is the way it has decreased its reliance on traditional revenue streams - spot, sponsorship and digital - in favour of new ones: AFP, co-production, product placement, barter, live events such as the Gadget Show Live and so on.
Back in 2010, I'm told, about 90% of Channel 5's revenues came from spot; today it is about two thirds.
The current series of CBB is a good example. There's a twist on the Gumtree sponsorship where, pre-show, users could sell stuff to the BB house and, after the show, the contents of the house will be auctioned off. But watch the series carefully and you'll also see some artful product placement: brands like Weetabix, Volvic, and L'Oreal.
This non-spot revenue strategy gives Channel 5 some protection from the brutal world of share deals. As the smallest player it is always going to get bullied on share, but since non-traditional revenues are excluded, it can find a way to ease the problem. And it goes down well with agencies too."

Source:  Dominic Mills, MediaTel, 19th January 2015

Misattribution of World Cup Sponsorship

"Two-fifths (38%) of UK, US and Brazilian consumers mistakenly think MasterCard is a World Cup sponsor, with rival credit card brands Visa scoring just 4% higher recognition at 42%, according to research from GlobalWebIndex.
Other brands not officially linked to the tournament but which scored high recognition as "sponsors", included Carlsberg in the UK. Budweiser is the official World Cup beer sponsor.
Non-sponsor Pepsi, which has been running football-themed advertising, scored the highest awareness as a World Cup "sponsor" among US consumers.
Nike, which last week launched a humorous five-minute animated epic, was selected as a sponsor by nearly a third of UK and US consumers. Meanwhile, a fifth of UK consumers also thought that Samsung is a FIFA sponsor.
MasterCard has not sponsored the World Cup since 2006, when it discontinued its 16-year association with the tournament.
On a more positive note for those brands forking out millions of pounds on sponsorship of the Brazil World Cup, Coca-Cola, a sponsor since 1978, and Adidas, a sponsor since 1970, gained the highest recognition as World Cup commercial partners.
Coke’s association proved the most resonant for consumers, with two-thirds of UK and US consumers selecting the brand.
Overall World Cup sponsor recognition levels were at their highest to date, particularly in the host nation, according to GlobalWebIndex.
The research project involved the firm asking members of its real-time panels in the UK, US and Brazil to identify sponsors. Respondents were asked to pick official World Cup sponsors from a list of 38 brands, both official sponsors and their non-sponsor rivals.
The research also examined respondents' media consumption, and found that 91% of real-time fans second-screen while watching TV, with mobiles the most popular device.
Other findings were that 87% of UK Twitter users will be watching the World Cup live on TV, with a sixth of them saying they have previously retweeted football-related content from brands."

Source:  Marketing Magazine, 18th June 2014

Cadbury's Olympic sponsorship helped it add more than 260,000 new fans & followers over the Olympic period

"The Kraft-owned chocolate brand, which is a sponsor of both the London Olympics and Paralympics, has been highly active in its marketing activity around the Olympics.
Its initial above-the-line activity, its Spots and Stripes campaign, was criticised in some quarters for failing to engage customers.
However, Kraft claims its social media activity has been a success. It claims to have added 2.5 million fans and followers to its UK social media channels on Facebook, Twitter and Google+, which are dedicated to the Games content, since the start of the year.
The combined social media channels, which now have a reach of 7.5 million, experienced sharp growth over the 17 days of the Olympic Games.
The steepest growth was on its @CadburyUK Twitter account, which added 25,000 followers over the course of the event, taking it to a total of 75,000.
Its CadburyUK Facebook Page, which has 245,000 fans, lifted 20% during the 17-day period, adding 35,000 followers.
Its Google+ page gained 200,000 new fans during the Games, which saw it break through the two million fans mark.
Cadbury claims this growth on Twitter is partly organic, through having engaging conversations with consumers, but also using paid-for products throughout the Games helped it achieve greater scale."

Source:  Marketing Week, 27th August 2012

Olympic sponsorship and advertising has driven adidas' sales in the UK

"Olympic sponsor Adidas has hailed its biggest ever UK marketing campaign ‘Take the Stage’ for lifting sales of London 2012-related merchandise to around around £100m.
It means that the sports manufacturer has already recouped its £100m investment in sponsoring the Games, with further sales expected.
The ‘Take the Stage’ campaign launched earlier this year and has featured British athletes and celebrities including heptathlete Jessica Ennis, footballer David Beckham and comedian Keith Lemmon."

Source:  Marketing Week, 3rd August 2012

Top 10 US shows for product placements in 2011

"Top 10 Primetime Programs with Product Placement Activity
Rank , Program, Network, Total Number of Occurrences
1 American Idol FOX 577
2 The Biggest Loser NBC 533
3 The Celebrity Apprentice NBC 391
4 Dancing with the Stars ABC 390
5 The X Factor FOX 312
6 Extreme Makeover: Home Edition ABC 224
7 America’s Got Talent NBC 220
8 Friday Night Lights NBC 201
9 America’s Next Top Model CW 178
10 The Amazing Race: Unfinished Business CBS 161
Source: Nielsen
Data from January 1 – November 30, 2011. Primetime entertainment programming on five Broadcast networks (ABC, CBS, CW, FOX, and NBC). First-run episodes only. As a result of coding enhancements implemented in 2009, occurrence counts now reflect the total number of show segments in which a brand/product appears or is mentioned."
Source:  Data from Nielsen, reported in NielsenWire, 20th December 2011

adidas was the most mentioned World Cup sponsor in blog posts relating to the tournament

Click to enlarge

"Which sponsor benefited the most from its involvement with the World Cup?
To get a handle who prevailed within the blogging landscape, we used MAP (our flagship analytics service) to compare activity between FIFA’s sponsorship “partners” – Sony, Visa, Hyundai, Kia, Emirates, Coca-Cola and Adidas.
Using the query “company name” AND “World Cup”, the winner by a wide margin was Adidas, which captured 42.2% of total blog activity. Sony was second with 20.2%, while Coca-Cola was third with 12.2%."
Source:   Sysomos blog, 13th July 2010