Inside Branded Entertainment ponders the ceiling for product placements. Over the last year there has been about 100% growth. If this keeps up at the current rate, how much placement clutter will there be?
At some point, marketers and networks will have to figure out how many placements per hour viewers are willing to tolerate. If they don't, "It's going to defeat the purpose," said Michael Yudin, managing director of Carat Entertainment in New York.