Varumärkesexponering i televisionen
- en jämförelse mellan SVT och TV4 2003 och 2006
AbstractTitle: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.Number of pages: 57 including appendixAuthor: Axel VictorinPeriod: Spring 2008Course: Media and Communication studies CUniversity: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as purveyor of free television, without commercial or political interference. A B-level essay, written some years ago, showed that the SVT policies were not always observed throughout the entire organisation. The aim of this essay is, by using quantitative research, to study whether SVT is letting commercial interests have their say in the programmes by exposing brand names and logotypes.Material/method: The study is performed through examining 40 hours of television from SVT and 40 hours from TV4, as reference. TV4 is a Swedish commercially funded broadcaster, working under similar legislation as SVT. A quantitative method has been developed for this study.Results: The results of the study shows that while TV4 stays on a fairly steady level concerning brand exposure, brand exposure in SVT has decreased significantly between 2003 and 2006. The reason for this is beleived to be increased awareness of the issue in the SVT organisation, possibly due to product placement being more debated and acknowledged in recent years.Keywords: SVT, TV4, product placement, brand name exposure, television, marketing