TV IDs, also known as Game Show IDs, Promotional IDs, and Promotional
Considerations, as a form of product placement, evolved from early radio
programs that transitioned to television.
Bob Hope would mention two or three products in a sentence in his radio and
television monologues, such as “I was driving my Chrysler down Route 1 and
stopped at an Amoco station to pick up some Alka-Seltzer and Jack Daniels...”.
The writers and the performers received money and goods for these “mentions”
or sponsors, which were commonplace. Bob Hope had a fleet of cars and a
driver at his home.
The networks did not receive a cut of this revenue, and began to pressure
shows. It was deemed that you couldn’t receive money or goods for these
mentions, unless you followed a standard policy. They must be logged similar
to :30 and :60 commercials. The shows were required to “disclaim” or tell the
audience “We have been paid to mention the following companies/products.”
1950s and 1960s
Game shows at this time were somewhat more transparent. In the 1950s and
1960s the prizes were awarded to contestants, and were not allowed to be
hard-sell. These awards, from washer/dryers and cars to laundry soap were
strictly descriptive, not “Go to your Chevy dealer and check out the new Malibu”
or “Cheer gets out stains better than all other brands”, however, the length and
position of the major and fee spots were up to the producer.
In the 1970s, in addition to game shows, talk shows began giving out audience
awards and using IDs to generate additional revenue.
Originally all IDs were 8 second spots with a static visual image and descriptive
voice-over copy, read by the show announcer, which pertained only to the
product. This has significantly changed over the years. All spots are now 10
seconds long, are fully integrated spots with motion or static images, and can
provide product information and support promotional events.
Some shows have lead-ins such as “Closed Captioning provided by...” or
“Promotional Consideration provided by...”.
Current Day :10s
More than 100 national network, syndicated and cable programs now include
10-second inventory. All dayparts and genres are available including off-net
sitcoms and dramas, entertainment programs, health and wellness shows,
music, movies, educational programming, Spanish-language shows, news,
weather and sports.