The future of media planning lies in entertainment. Many media companies have specialist divisions dedicated to product integration in television programmes.
Instead of running a Coca-Cola advert during the final of American Idol, you now get to see the soft drink prominently displayed on the judges' table.
There is a reason they do this. People are watching less TV. If they are tuned in, most likely they are multitasking on the internet or phone, or muting the ads.
Since we watch TV for the programmes, media planners are working with producers to put the brands into the shows. This is called product placement.
Sometimes the product is integrated seamlessly into the programme. Media buyers pay producers to have characters in the show use their products.
Another way to place a product is to devise a programme from scratch. If you want to reach the young, urban and cool you can create a programme about trend-setters consuming your brand.