Billions $$ for Placement

PQ Media published its new estimate of the total value of product placement in TV and film - an estimated $5.7 billion in 2006 which is nearing the $9.1 billion spent in the annual TV upfront.

That number is an increase over its estimate of the value of product placement in 2005, which was $4.48 billion.

Beware, that this figure is an estimate of equivalent value, not an estimate of money actually spent.

Are they out of whack? Our feeling is it doesn't matter as long as brands and content producers are getting what they need out of their partnerships.