Brands like NBA, NFL, etc. are essential to selling a lot of games. I also agree that some brand names are "contextual" when used correctly, as in, if Tiger woods went to the Nke shop to buy new outfits in a game. My problem lies where I'm driving down the street in Midnight Club and there are 25 Burger Kings on the way from the starting line to the finish line. Pointless, and distracting. Besides, if the game is getting paid to put ads in their game, then the whole game should be cheaper IMO. It's not as if that part of the game enhanced my gameplay experience.
Plus if I'm ALREADY paying for XBL, Netflix, AND the DLC content, explain to me why I'm forced to watch a Netflix commercial before I check out a video that is essentially advertizing a game to me?
WTF?
I also have a hard time believing that 36% of consumers were so swayed by the ads in their games that they persued investigating the product further. That IMO, means that 36% of gamers are suckers and should have lied on their survey.