Abstract:

People who spend more time at home with the effect of the Covid-19 epidemic process spend more time watching movies and series on both television and digital media has led businesses to new brand strategies. The brand placement application, which is at the forefront of these strategies, is frequently used in movies and television programs. The aim of this study is to reveal which brands were placed in line with the brand placement in the 1st season (31 episodes) of the “Sadakatsiz” tv series broadcast on Kanal D between October 7, 2020 and June 2, 2021, the brand placement strategies applied and the product/service categories of the placed brands. For this purpose, all episodes in the first season of the TV series "Sadakatsiz" were watched and subjected to content analysis. The obtained data were analysed with the SPSS 22.0 package program. When the brand placement practices in the "Sadakatsiz" TV series were analysed, it was determined that 36 brands were integrated into the series, 22 of these brands were real and 14 were fictional brands. It has been concluded that 50% of the brands applied as brand placement in the "Sadakatsiz" TV series were serving in the technology-informatics sector.

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