According to recent data, product placement (PPL) accounts for 13% of total broadcast advertising revenue, and its scale is projected to grow by at least 20% annually. As the scale of corporate PPL utilization expands and the forms of PPL diversify, problems have also emerged. Advertisers, having paid high costs, demand blatant and direct exposure, and producers accommodate these demands by inserting PPL excessively or exposing it too frequently, leading to growing viewer dissatisfaction with PPL that does not fit the context of the content. Although numerous related studies have been conducted accordingly, research has predominantly focused on identifying the causes of negative reactions to PPL. Moreover, the majority of studies have addressed PPL in dramas and films, with few studies examining PPL in entertainment programs, where PPL has recently become increasingly prevalent. Given the insufficient research verifying the negative effects of PPL from an advertising effectiveness perspective, this study examined viewers' negative reactions to PPL in dramas and entertainment programs and the negative effects on PPL brands and programs. Additionally, the moderating effects of brand and program awareness and preference were tested. The results showed that viewers' attitudes toward PPL brands differed depending on program type, and the interaction effects between program type and brand awareness and preference were also significant. In contrast, viewers' attitudes toward PPL programs were not influenced by program type or moderated by program awareness and preference. This study went beyond merely examining viewers' negative reactions to PPL itself and sought to understand how such negative reactions affect PPL brands and programs, while also presenting strategic recommendations for practitioners involved in PPL execution.