18 Jan 10
Paddy Power opens betting on brands debuting in soaps
Which brands will be first to take advantage of product placement?
The online bookies Paddy Power are taking bets on which fast food, soft drinks and alcohol brands will be the first to make a grand appearance in a soap opera following growing speculation that product placement will be allowed in the UK.
Currently McDonalds are leading the betting in the product placement stakes as Paddy Power placed the fast food chain as the 2/1 favourite to be the first fast food brand to appear in EastEnders, Coronation Street, Emmerdale or Hollyoaks. Burger King is a close second favourite at odds of 9/4 followed by Subway at 5/1 and Pizza Hut at 6/1.