According to (Watkins, Aitken, Robertson, Theyne, Williams, 2016), children between the ages of 3 and 15 spend more time with television than other forms of media , and this is especially true for preschoolers, with 3- to 4-year-olds spending more than double the time per week watching television (14 hours) compared to online (6 hours). Further research has raised concerns that children's cumulative exposure to television advertising may contribute to increased materialism, and subsequent research has confirmed a positive relationship between exposure to television advertising and a materialistic value orientation (Watkins, Aitken, Robertson , Theyne, Williams, 2016). . While this expresses concern about advertising, it still shows how influential advertising is and its effects on society as a whole. When examining the topic of television, it is also important to address how product placement in television shows and films can influence the viewing audience. A great example of product placement exists in the James Bond film, Skyfall, and Mr. Bond's predilection for Heineken beer. During the early stages of the film, when Bond is hiding from the world, he enjoys a few Heinekens while at his beach hut and at the bar. According to a 2002 event study, The event study involved 126 product placements in blockbuster films during 2002