Since June 2011 the situation in this field has significantly changed. The EU Directive 2010/13/EU requires senders to label and record broadcasts containing product placement. According to the regulation of National Council of Radio and Television, a TV broadcaster is obliged to designate a programme on which product placement occurs with a special logo.

According to AGB Nielsen telemetric system, 31,542,962 of Poles watched at least 1 minute of the content, which is 88% of all 4+ target group. Almost 2.3m people watched each episode of Voice of Poland. Average share of the programme was at level of 15%.

Sony became a natural partner of Voice of Poland. Voice of Poland is a perfect environment for such products, and Sony used this opportunity to the maximum. Growth of Voice of Poland audience from episode to episode was observed, while Got Talent’s direct competition for viewing share, broadcasted on competitive TV channel TVN, was losing its viewers since seventh episode.

When the audience of Voice of Poland is compared with TVP2 total viewers, its profile is much younger and thus more in line with Sony’s core target group.Only sponsorship billboards reached almost 80% of All 4+ target group generating over 1,300 GRP.Whole format reached 88% of Poles.Bravia TV sets and Blu-ray players significantly increased (about 2-3pp) market share while Voice of Poland was on air.

Bravia Internet Video popularity grew from 1,2 videos watched monthly before the show to 2,2 after the VoP.

New registration of BIV grew from 3,200 monthly to 7,300 after the show. Number of devices connected to BIV grew from 48,000 before the VoP to 83,000 after it.