No-one knows how big the UK product placement market will be now that new rules have been introduced by regulator Ofcom. But there’;s likely to be a flurry of deals in the next few days as companies seek to gain an added PR boost from their investment.

A case in point is Nescafe, which has generated a lot of bonus media exposure around its £100,000 deal with ITV’;s This Morning. The three-month deal will see a Nescafé Dolce Gusto coffee machine appear in the kitchen area of the show’;s set.

The deal, which was brokered by Mindshare, will be an interesting test case – as producers and broadcasters test just how much exposure Ofcom will allow them to have in terms of product usage/brand reference.