Product Placement in The Voice

Brittney Jeshani

November 21, 2013

036:065

Blog Post 3

Product Placement in The Voice

            Each week when I tune into one of my favorite television shows, The Voice, I find myself tempted to rush to the nearest Starbucks to cure my sudden craving for a nonfat iced vanilla latte. From each of the four judges having a Starbucks cup close at hand while sitting in their swiveling chairs, to every contestant sipping on their Frappuccino’s before their performances, Starbucks is everywhere on this show making it impossible for the viewers to ignore these tasty concoctions. Does this mean that NBC’s The Voice has a successful strategy when it comes to product placement within their program? Some would say that The Voice has gone too far with the way that they very visibly place products in your face, while others don’t seem to mind this one bit. Starbucks is not the only brand that is clearly displayed on The Voice stage, KIA and Sprint are amongst the other brands that have a dominant place within the show. Product placement within TV shows is a hard area to cover, as it is tricky to find a happy medium between turning viewers away and successfully displaying the product. Throughout this blog I will discuss the role that product placement plays throughout The Voice and why I believe that they have a successful strategy when it comes to incorporating these products into their show.

            Starbucks is by far the first brand that viewers think of when it comes to taking over the set of The Voice, along with Kia and Sprint, these three brands have been a reoccurring presence throughout the series since its second season; “Kia Motors, Sprint, and Starbucks Coffee Company will appear throughout the season in a series of on- air integration's, branding opportunities and extensive digital programs,” (BWW). Due to their sponsorship of the show, these brands are granted a significant amount of air time, but thankfully for us this time is spent wisely. The products are integrated well into the show, leading to a successful viewing experience where the audience isn’t distracted by the products, but instead they are thought of as a just another aspect that adds to the dynamic of the show. The way in which these products are placed within The Voice flow well with the text of the show and are expected by viewers when they tune into the show.

            Starbucks is a unique sponsor to the show, as the company does very little national advertising, making it an exclusive brand specifically for The Voice. Nearly every shot consists of a Starbucks cup in clear view as the judges sit behind their chairs, the contestants practice, or during the performances themselves. Blake Shelton’s Starbucks cup has become a staple and inside joke of the show as it is a mystery to viewers who wonder what is really in there; Bacardi and Sprite seems to be the rumored drink of choice for the country star turned beloved judge on the show. Starbucks is thought to be an essential part of the show, making it seem as if the judges and contestants would not be able to function without their caffeinated cup of goodness.

            Sprint was the first official sponsor of the show back in 2011, and still holds a prominent place each season. “Sprint, a sponsor last season, will again back a social media room, while sponsoring the voting across multiple platforms, including Facebook, and a synced-to-broadcast NBC Live online opportunity,” (Media Post). With Sprint, viewers are able to vote for their favorite contestants for free, whereas other carriers may charge them a fee. The host of the hit show, Carson Daily posts up in the Sprint Lounge during the show, where he interviews contestants, guests, and judges, while also checking a live Twitter feed. The Sprint Lounge is a way that the show has incorporated the brand without being obnoxious or abruptly obvious, but rather it has become a part of the stage where viewers are invited to be a part of the action.

            With Kia being the other dominant sponsor of The Voice, the vehicles are mentioned and appear often on the show. However, the product placement attempt for Kia is successful in the way that it is incorporated into the text as a part of what the contestants and viewers expect when they experience the show. Contestants can be seen arriving at the battle rounds in the brand new, sparkling SUV and Carson Daily is shown driving a Kia to visit contestants in their hometowns. Kia has become an important part of The Voice through the many ways it is used in the show; “As a part of its sponsorship, Kia will feature the 2012 Sorento CUV. The popular crossover car will have a strong presence in the battle rounds, where the artists will be seen driving in Sorentos, and using Kia’s UVO voice-activated infotainment and communications system to receive last minute advice from their mentors, friends, and family,” (BWW).

            Overall, these three leading sponsors of The Voice have become an expected part of the text of the show for viewers, making the show a success in product placement. Starbucks, Sprint, and Kia are strategically placed in each shot for viewers to clearly notice, but without being distracted by the products. These three brands have dominated The Voice set by becoming an integrated, essential part of the show that viewers have become familiar with. Throughout this blog I have demonstrated the role that product placement plays throughout The Voice and discussed why I believe that they have been successful when it comes to incorporating these products into their show.

Works Cited

Goetzl , David. "Kia, Sprint, Starbucks Give 'Voice' to Sponsorships ." MediaPost

            Publications . MediaPost Communications , 31 Jan 2012. Web. 21 Nov 2013.

"Starbucks, Sprint Among Sponsors of NBC's The Voice Season 2." Broadway World.

            Wisdom Digital Media , 31 Jan 2012. Web. 21 Nov 2013.