Series premieres and blockbuster movie openings rightfully get a ton of attention and coverage as audiences get excited about new characters and stories coming into their lives. While these shows may drive significant viewership numbers, the ones with the most value to marketers are often those that have the potential to become constant companions for viewers, creating unique value for brands that align with favorite, memorable moments through product placement. Viewers report returning to their favorite shows and movies at eye-opening rates. More than half of adults say they are likely to rewatch a favorite every week and nearly 3 in 4 say they do so at least once a month. And, despite their familiarity with the content, a full 55% of viewers report paying nearly complete attention while rewatching their favorites meaning brand messaging within content loses none of its original impact for these viewers.

The types of stories that can create connections are varied. Many genres bring audiences back again and again. And while the cold weather of Fall and Winter make audiences more likely to return to their favorite content, the Spring and Summer months create the most rewatch opportunities for 4 in 10 viewers.

The message for brands is clear. Tapping into the power of popular entertainment creates opportunities that drive a lifetime of value for brands. Product placement in television shows and movies allows your brand to engage with your target audience as they come back to enjoy the content they love over and over again.