Nielsen Wire » reality show

Amazing Race, Apprentice, Idol, Dominate Reality Show Product Placement

Nielsen Wire — Fri, 22 May 2009 15:24:40 +0000

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 Race (CBS, May 3)	162
2	Playboy Magazine	Brande Roderick is identified as a Playmate throughout the episode	The Celebrity Apprentice (NBC, May 3)	159
3	Playboy Magazine	Brande Roderick is identified as a Playmate throughout the episode	The Celebrity Apprentice (NBC, May 10)	153
4	CVS Pharmacy	Box with pharmacy logo is carried into the Cooper house	Extreme Makeover: Home Edition (ABC, May 3)	151
5	Coca-Cola	Cups sit on judges’ table during contestant performances	American Idol (FOX, April 28)	151
6	Coca-Cola	Cups sit on judges’ table during contestant performances	American Idol (FOX, May 5)	148
7	Ford	Ryan Seacrest tells viewers they can win a Fusion at AmericanIdol.com	American Idol (FOX, April 29)	141
8	Coca-Cola	Name appears in on-screen graphic during Ryan Seacrest’s interviews with Allison and Kris	American Idol (FOX, May 5)	139
9	Coca-Cola	Cups sit on judges’ table during contestant performances	American Idol (FOX, May 6)	139
10	Coca-Cola	Name appears in on-screen graphic during Ryan Seacrest’s interviews with Allison and Matt	American Idol (FOX, April 28)	132
source: Nielsen IAG The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Realities on the broadcast networks during the April 13 to May 10 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 reality shows. These scores are then indexed against the mean score for all placements occurring in this genre 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.

Most-Recalled Reality In-Program Placements: Oct./Nov. 2008

Nielsen Wire — Wed, 26 Nov 2008 13:13:09 +0000

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 a trip to Hawaii from online travel service for arriving in first place	The Amazing Race 13 (CBS, Nov. 9)	172
3	Travelocity	Ken and Tina review information from online travel service about the trip they won to Rio de Janeiro	The Amazing Race 13 (CBS, Oct. 26)	169
4	Travelocity	Nick and Star win a trip to St. John from online travel service for arriving in first place	The Amazing Race 13 (CBS, Oct. 26)	157
5	Sears	Paul and Eduardo visit department store to purchase camping supplies	Extreme Makeover: Home Edition (ABC, Oct. 26)	148
6	Ziploc	Cynthia Sass tells Michelle to use plastic bags to wrap up pre-portioned amounts of treats	The Biggest Loser: Families (NBC, Nov. 11)	135
7	CVS Pharmacy	Company donates elevator to family and helps renovate coffee shop that will employ people with disabilities	Extreme Makeover: Home Edition (ABC, Nov. 9)	134
8	24 Hour Fitness	Branded signs are visible inside the gym itself throughout the episode	The Biggest Loser: Families (NBC, Oct. 28)	133
9	Macy’s	Department store is sponsor of the “Stars of Dance” segment	Dancing with the Stars (ABC, Nov. 5)	133
10	Brita	Branded sign is visible in the kitchen when Heba talks to Phillip	The Biggest Loser: Families (NBC, Oct. 28)	133
Source: Nielsen IAG In-Program Performance Data (www.nielseniag.com) The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality programs on the broadcast networks during the Oct. 20 to Nov. 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 Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the time period (Recall Index). 100 equals average. Note: For this analysis, only first-run episodes were considered. Both planned and incidental exposures were included.