The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements
occurring in new summer series on the broadcast networks during the July 13 to August 16 period.

The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/
product of an In-Program placement they were exposed to during the normal course of viewing
new summer series. These scores are then indexed against the mean score for all placements
occurring in these programs during the time period (Recall Index). 100 equals average.

Note: For this analysis, In-Program placements were only considered if the occurrence had visual
elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and
“mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

About This Chart
The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/
product of an In-Program placement they were exposed to during the normal course of viewing
Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the Feb 16 – Mar 15, 2009 period (Recall Index). 100 equals average.

Note: For this analysis, In-Program placements were only considered if the occurrence had visual
elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

Most-Recalled Hybrid Ad 2/16/09 – 3/15/09
RANK	Brand	Hybrid Ad Description (Seconds)	Associated Program(s)	Recall Index
1	Diet Dr Pepper	Get cell phone ready; win trip for two to Big Apple; Which exotic ingredient do you want the chefs to cook with next season?; text or vote on Bravotv.com (:50)	Top Chef (Bravo)	272
2	Diet Dr Pepper	Get cell phone ready; win trip for two to Big Apple; Who should be Top Chef?; text or vote on Bravotv.com (:70)	Top Chef (Bravo)	271
3	Michelob Ultra	An exclusive look at television’s most provocative series, “I won’t stop until we’re together again” (:30)	Nip/Tuck (FX)	235
4	Just For Men	WWE Rewind; Melina vs. Beth Phoenix battling for the women’s gold; Melina remains champion (:50)	WWE Monday Night RAW (USA)	213
5	Ford	Music Video Challenge; enter for a chance to hang with the Idols on the set of a Ford music video and win Ford Fusion (:10)	American Idol (Fox)	194
6	Clean & Clear	For you and your best friends, a 90210 style pre-prom party; go to cwtv.com/countdown for your chance to win; 90210 Tuesdays 9/8c (:20)	90210 (CW)	191
7	Axe	Hair Crisis ‘09 News Break; Dozens of young men with greasy hair have been rejected by hundreds of women; get girl-approved hair (:30)	Comedy Central network	187
8	Cisco	Catch all new episodes of 24 every Monday; see how Cisco WebEx can help you take care of business everywhere without going anywhere (:15)	24 (FOX)	183
9	Michelob Ultra	An exclusive look at television’s most provocative series; “The son I have is the son I love” (:30)	Nip/Tuck (FX)	180
10	SC Johnson	Five finalists have been chosen in SC Johnson Green Your World Contest; go to cwtv.com/greenyourworld, vote for winner (:20)	CW network	178
Nielsen IAG (NielsenIAG.com), Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA and VH1

About This Chart:
Hybrids air during commercial pods and include customized ads, branded promos, vignettes, interstitials and micro-series where sponsor messaging is combined with program or entertainment content. Among viewers 13+. Only new executions considered, airing from Feb 16 – Mar 15, 2009. The Recall Score is the percentage of TV viewers who can recall within 24 hours the sponsor of a Hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks. These scores are then indexed against the mean score for all new Hybrids during the time period (Recall Index). 100 equals average Recall.

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

Recall refers to the percentage of television viewers who can recall, within 24 hours, the brand/product featured in an in-program placement.

A placement’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the brand/product they were exposed to during the normal course of viewing dramas and sitcoms on U.S. broadcast networks.

Recall scores are indexed against the mean score for all new product placements occurring in the scripted drama and sitcom genres during the time period to calculate a placement’s “recall index.”

A recall index of 100 indicates average recall.  A recall index of 230, for example, means that the in-program placement has proven to be 2.3 times as memorable as the average placement during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age’s “Madison + Vine” and Product Placement News.

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 same age.  But when non-sports programming is on, the reverse is true: males 18-34 are 6% less attentive than their female counterparts.

-In general, men 18-34 are less attentive viewers of both sports (-8%) and non-sports (-10%) TV programs than older men ages 35 and up.

-Men 18-34 are also more receptive to product placements within TV programming than females their age; they report 26% higher brand opinion improvement for advertisers integrated into TV programs.

Online
-Online streaming videos of full-length TV episodes hold the attention of men 18-34 much more than the same programs on TV.

-In general, men 18-34 view more Web pages each month than women their same age (2,353 vs. 2,305 in August 2008).  Men 18-34 also view 63% more individual video streams than women their age (1.4 million vs. 893,000 streams in August 2008).  For their part, women typically spend more minutes watching videos online than men (4.1 minutes vs. 2.4 minutes), who prefer short-form videos on consumer-generated media sites like YouTube. 

Mobile
-Male mobile subscribers ages 18 to 34 are three times as likely as average mobile subscribers to watch video on their phones, and twice as likely as average mobile users to access the mobile Web.

-In Q2 2008, male mobile subscribers ages 18-34 sent and received more than twice as many text messages (531 texts on average, per month) as phone calls (246 calls on average, per month), while women 18-34 made slightly more mobile phone calls than men their age (251 vs. 246 calls per month).


Video Games
-Men ages 18 to 34 averaged approximately 19 gaming sessions in August, with the average session lasting about 66 minutes.  Among all males, men 18-34 accounted for 35% of all minutes played on gaming consoles in August.

-In comparison, women 18-34 logged fewer gaming sessions in August (just over 10, on average), but — like their male counterparts — averaged about 65 minutes of play per session.  Women 18-34 accounted for 39% of all minutes played by females on gaming consoles in August.

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, and 10% recommended the product to a friend. 

Most of the gamers who recalled products featured in games reported that the ads did not detract from their gaming experience.

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 product placement,” he said.