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Coronation Street is getting a Sainsbury’s – why product placement could trump traditional TV ads

By Chris Hackley, Professor of Marketing, Royal Holloway University of London
Rungpaka Amy Hackley, Senior Lecturer in Marketing , Birkbeck, University of London

Product placement has been allowed on UK TV for more than a decade, but changing viewer habits mean it’s only recently come into its own as a revenue stream.

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