Fewer Commercials Equals More Product Placement?

[BuddyNick]

So Heroes has returned, and the question for fans and non fans alike is did it live up to the enormous hype that NBC lavished on it over the down season. The answer so far seems to “maybe.” Heroes was predictably edged out by Dancing with the Stars, which was so expected that it doesn't really count as a loss, but it failed to hold second place in distinction, instead sharing the spot with CBS's comedy duo of Two and a Half Men and Rules of Engagement.

Failing to dominate the time slot, though, is not a huge loss for NBC. Heroes, for one thing, has become a bit of a branding phenomenon and is in the process of transitioning into an expectant global television market right now. It can withstand a few kicks in the pants on the home front before anyone has to worry.

Maybe the worst sign for the series was the toll of the much publicized Nissan product placement deal. In case you didn't figure out for yourself, fewer commercials thanks to Nissan may have meant fewer commercial breaks, but it translated into more tacky product placement. Normally, there is no victim in such a maneuver, but this time the victim was the story itself.

Hot on the heels of telling Claire not to do anything remarkable, Noah (HRG) gives his daughter a brand new Nissan Rogue, which she of course name-drops in an excited scree. The only problem is, HRG and family are putting on the appearance of a struggling middle income family, fake names and all, eating cheeseburgers for supper on HRG's meager copy-shop assistant manager wages. So, a frighteningly shiny new Nissan Rogue (starting at $19,250) fits into this picture how?

At least last year Hiro's insistence on renting the Nissan was connected to the car appearing in the comic of his life. Hiro felt securing the vehicle was paramount to fulfilling his destiny. I, honestly, didn't pick up on the product placement until I read about the deal somewhere else. Not because I'm naïve, but because it was integrated in a believable way that sort of rhymed with the wild lengths that Hiro would go to in order to assure his heroic mission comes off as planned.

This sad bit of product placement seems wedged into the story in a way that stocks no regard for the continuity. Frankly, I would have rather seen an extra commercial then have to worry about whether HRG is just stupid enough to think that playing poor and giving your daughter a $20,000 cross-over is not conspicuous.

Overall, the episode was a good reintroduction to the world of our heroes, and was a decent roll out to what the season 2 end game may, or may not, be. But fears that the heavily touted commercial deals may intrude on the story were, for a few moments, confirmed. How intrusive they continue to be is a wait and see proposition, and despite a softer than expected landing, it looks like Heroes core audience will be here to see that question through.

- Jon Lachonis, BuddyTV Senior Writer

[meimei42]

I responded to this article when it was put up, but I'll do it here too.

In season 1, I honestly didn't realize it was product placement either. It was really well crafted into the storyline and I had no idea what was even happening.

Here it was totally blatant what was happening and kind of lame but if having to deal with a little lameness means I get more of a story, then I'll take it. We're not just talking about fewer breaks, but a longer episode, which I prefer. We live in an age where commerials take up 30% of airtime. Hour long episodes are reduced to 40 minutes. So we have to live with a little name dropping, I'm willing to do it if it means I get more Heroes. Lets just hope they smarten up about how they do their product placements.

I have to agree with Mei. Fewer commercial breaks means longer show. I too hope they wisen up about their product placement.

I can live with them (as an example) drinking a specific soft drink and having that can sitting there, or have them drop the name of it....in a not too tacky way. I would have been ok with the whole Rogue scene if it wasn't so cheesy. They panned over the cars in the lot, slowed down on the Nissan insignia on the front of it, then name dropped. Had they merely shown it was a Nissan without name dropping, it would have been much better.

But I guess NBC, and all the other networks will do whatever it takes to keep their shows on...even if it means writing tacky scenes in to appease the Ad Gods.

[fatj0]

i'd like to see the bennets, err... butlers, grabbin some of colonel's best out of a family bucket and showcasing a variety of the coca-cola company's best. if they do it right, it doesn't have to be as blatant and we can see a future of 55 minute "hour shows" rather than the standard 40. video games have found a way to tastefully integrate advertisements into the background, why not tv? kudos to you, heroes, lead the way.

[Charles22]

I hate this kind of thing and it's happening more often.

[fatj0]

why hate it when you can embrace it? it doesn't take much... a billboard in the background, a logo on a shirt. simple, effective... beneficial. i'm on board.

[Charles22]

If it is subtle and seamlessly integrated into the show then I have no
problem with it, and usually you don't even notice. It also adds to the
realism of the show. But for example, someone saying they forgot their
Motorola Razr instead of saying they forgot their cell phone is just bad.
I'd rather they just left the ads for the commercial breaks.

[julia4h]

If the episode is longer cause they can integrate their commercials into the scenes without being tooo obvious about it - why not?! Save's me from changing channels all the time when the commercials come on.
If it's really no question whether the character just happens to like [insert brand name here] or whether the show gets paid for showing the stuff and it somehow disturbs the... ... well if it doesn't feel right - then I would mind product placement.
But usually I am totally blind to that kind of thing. I did notice that they gave a good shot of the car last episode, but the next second I forgot about it already cause I was concentrating on the story. So if I buy a Nissan Rogue next time I need a new car, I'll know that the product placement worked (and I'll know that I've just won the lottery!).

[fatj0]

hmm.. i think it would be really funny if they lashed back at this by pulling a truman show caliber advertisement. straight up smiling at the camera and holding the product at face level. i'd laugh. as long as it only happened one time and had absolutely nothing to do with the plot.

[asuperstar103]

I think it's a good idea because I channel surf during commercials as do many others I'm sure. This way they keep me and I see the advertisement. As long as they don't cheese it up I'm good with it.