Top Ten Most-Recalled In-Program Placements: Summer Series

RANK
Brand
In-Program Placement Description
Program Airing Info
Recall Index

1
Coinstar
Contestants use a coin counting machine in a challenge
Big Brother 11 (CBS, Jul 21)
228

2
Kodak
Host and winner mention that they are in the Kodak Theatre
So You Think You Can Dance (Fox, Aug 6)
201

3
AT&T
Sponsor of phone and text voting for contestants
America’s Got Talent (NBC, Aug 11)
177

4
Orville Redenbacher’s
Sponsor of “Orville Lounge” showing backstage footage of contestants
America’s Got Talent (NBC, Aug 5)
176

5
Orville Redenbacher’s
Sponsor of “Orville Lounge” showing backstage footage of contestants
America’s Got Talent (NBC, Aug 12)
173

6
Ginsu
Show producer …

For the period April 13 through May 10, brand placements in the reality shows The Amazing Race, Celebrity Apprentice, and American Idol featured strong product placement recall. While the Amazing Race’s integration of Travelocity posted the highest index, American Idol’s partnerships with Coca Cola and Ford accounted for five of the top 10 most recalled placements.

Most Recalled In-Program Placements: Reality Show April 13-May 10

RANK
Brand
In-Program Placement Description
Program Airing Info
Recall Index

1
Travelocity
Online travel service awards Galapagos Islands trip to Tammy and Victor for arriving in first place
The Amazing …

A product placement within the show “Survivor” for Charmin topped the Nielsen IAG chart of Most Recalled In-Program Placements for a reality series on the broadcast networks. Similarly, a “hybrid” ad (where sponsor messaging is combined with program or entertainment content) for Dr Pepper during “Top Chef,” was the most-recalled ad of its type. Ads for these top 10 lists were show between February 16 and March 15, 2009.

According to data from Nielsen IAG, a McDonald’s tie-in featured during CBS’s “The Amazing Race” was the most recalled product placements during the four weeks between October 20 and November 16, 2008. The reality show featured four of the top 10 placements during that time period.

Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.

Rank
Brand
In-Program Placement Description
Program Airing Info
Recall Index

1
McDonald’s
Pedicab driver points out restaurant to Christy and Kelly as they race to next location
The Amazing Race 13 (CBS, Nov. 9)
175

2
Travelocity
Nick and Star win …

According to data from Nielsen IAG, an Apple iPod product placement in the CW television show “Supernatural” was the most recalled placement in a scripted series during the four weeks between September 15 and October 12, 2008.
Recall refers to the percentage of television viewers who can recall, within 24 hours, the brand/product featured in an in-program placement.

With Nielsen Business Media’s Marketing to Men 18-34 conference convening in New York City Tuesday and Wednesday, Nielsen assembled a full round-up of TV, online, mobile, and gaming data to illuminate how these younger male consumers use media.
Television
-Men typically watch less TV than women their age — with one exception: male teens actually watch more TV than female teens.  Men ages 18 to 34 tend to watch more cable and pay channels, while women gravitate to broadcast networks.
-When it comes to sports programming on TV, men 18-34 are more attentive viewers (+12%) than women of the …

Ads in video games may be more effective than previously assumed, Mediaweek reported Monday. 
According to a new study by Nielsen Games, more than one-third (36%) of gamers bought, talked about, or sought information about a product after seeing it advertised in a video game.
Coke, Nike, Burger King, Axe, Pepsi, and Pontiac were cited by respondents as the most-recalled brands. 
Of the 534 active video game players surveyed by Nielsen, 11% purchased a brand advertised in a game or sought more information about it, 19% talked about a brand after seeing an in-game ad, …

RANK
PROGRAM
NETWORK
# OF OCCURRENCES ON PROGRAM

1
AMERICAN IDOL
FOX
4,636

2
BIGGEST LOSER (NBC)
NBC
4,364

3
DEAL OR NO DEAL
NBC
2,122

4
EXTREME MAKEOVER HOME EDITION
ABC
1,776

5
APPRENTICE
NBC
1,646

6
HELLS KITCHEN
FOX
1,596

7
BIG BROTHER 9
CBS
1,514

8
ONE TREE HILL
CW
1,308

9
AMERICAS NEXT TOP MODEL (CW)
CW
1,259

10
LAST COMIC STANDING (NBC)
NBC
1,206

Source: The Nielsen Company (January 1, 2008 – June 30, 2008)

Chart includes data for the following broadcast TV networks: ABC, CBS, CW, FOX, MNT, NBC

RANK
BRAND
CATEGORY
# OF OCCURRENCES ON TELEVISION

1
COCA-COLA SOFT DRINKS
SOFT DRINKS
2,990

2
24 HOUR FITNESS FITNESS CTRS-CLUBS
FITNESS CTRS-CLUBS
1,765

3
CHEF REVIVAL APPAREL
APPAREL
1,308

4
AT&T TELEPH SVCS-WIRELESS TEXT MESSAGING
TELEPH SVCS-WIRELESS
701

5
PUSSYCAT DOLLS LOUNGE NIGHTCLUBS
NIGHTCLUBS
602

6
NIKE SPRT FTWR
SPORTING FOOTWEAR
575

7
FREEMOTION FITNESS EXERCISE EQUIP
EXERCISE EQUIP
409

8
CHICAGO BEARS FTBL TM
FOOTBALL TEAM
383

9
NIKE APPAREL
APPAREL
378

10
PRECOR EXERCISE EQUIP
EXERCISE EQUIP
374

Source: The Nielsen Company (January 1, 2008 – June 30, 2008)

Chart includes data for the following broadcast TV networks: ABC, CBS, CW, FOX, MNT, NBC

On Monday, the Los Angeles Times ran a feature on television product placement and Nielsen’s efforts to measure this fast growing new segment of the advertising industry.  
The story focused on Nielsen’s Product Placement Service, which tracks product placement occurrences, and Nielsen IAG, which measures the effectiveness of advertising and product placements.
Alan Gould, Co-Chief Executive, Nielsen IAG, told the LA Times that Nielsen aims to provide the first comprehensive service for tracking product placement.  “If we do our jobs correctly, we will become the dominant way in which the industry measures …