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Network TEN: Reality-based advertising

Reality-based advertising

This case study investigates the increasing prevalence of product integration through sponsor involvement on reality-based television shows such as Network TEN's Big Brother. The reasons why a company would choose product integration are discussed, and the importance of matching product to viewer demographics is analysed.

As a result of reading this Case Study, students should be able to:

  • Understand product integration as an advertising concept 
  • Explain how advertising creatively build greater brand awareness
  • Analyse the use of KPIs as an indicator of success.


First established in 1963, Network TEN is one of the three commercial television broadcasters (the others being Networks Nine and Seven) currently operating in Australia.

What is advertising?

Advertising is the way a business pays to have its products or services communicated to the public with the intention of stimulating sales.

Why product integration?

In a world where consumers are bombarded with thousands of advertising product integration offers a new way for advertisers to attract the attention of savvy consumers.

A multi-platform approach

Companies have shown a strong willingness to get involved in product integration.

Why is this approach effective?

Product integration and brand-funded entertainment are effective as the program creators can work proactively and imaginatively with sponsors to integrate their brands into the show.

What makes an effective sponsor?

There are a number of factors that can help make an effective sponsor.


Advertising in Australia is changing with a shift towards multi-platform approaches that incorporate methods such as product integration and traditional commercial breaks.


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