Regarding to PQMedia, a consulting firm that observes the product placement market, 2006 product placement was evaluated at $3.07B rising to $5.6B in 2010. Nevertheless, these figures are somewhat misleading in PQMedia’s view in that nowadays, many product placement and brand integration deals are a mixture of advertising and product placement. In these transactions, the product placement is often dependent upon the purchase of advertising revenues. When the product placement that is bundled with advertising is billed to part of the spending, PQMedia states that product placement is closer to $7B, rising to $10B by 2010.