More than the game a study on the audience perception of product placements in sports television shows

More Than The Game: A Study on the Audience Perception of Product Placements in Sports Television Shows

The increasing appearance of product placements in sports television shows has presented an interest as to how the audience of the sports television shows views the emergence of such advertising strategies. This study used the Elaboration Likelihood Model Theory developed by Richard E. Petty and John Cacciopo to conduct a quantitative research with the survey as the method in order to find out the audience perception of product placements in various television sporting events. The researcher conducted a survey using random sampling to determine the 200 college students in Metro Manila that was used as the sample. After analyzing the results of the survey, the researcher has come to the conclusion that despite its subtle intrusion into the cognition of the audience, the audience was still highly aware of the products that were endorsed. The product placements’ effectiveness greatly depended on the needs and interest of the audience. The researcher recommends a qualitative method of study with a different demographic in order to get a more in-depth perspective of the motivations of the audience, taking into account details which the quantitative method might have missed.

Ceracas, P.M. (2013). More Than The Game: A Study on the Audience Perception of Product Placements in Sports Television Shows, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

Keywords: Sports, product placements, elaboration likelihood model, survey

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