Primetime & Cable Product Placements Down; Broadcast Up

Categories: TV Business

Written By

September 26th, 2008

MediaPost is reporting:

Prime-time product placement occurrences on broadcast network programs increased overall by almost 12% during the first and second quarters of 2008.  The top 10 programs featured 21,427 occurrences between January and June of this year-compared to 17,370 occurrences in the same time period in 2007.

The increase in the overall broadcast occurrences can primarily be attributed to "Biggest Loser" and "Hell's Kitchen." During the first half of 2008, "American Idol," was the top program, in terms of the number of placements.  Four of the top 10 programs aired on NBC.

Top 10 Programs for January - June 2008: Product Placement on Broadcast TV
Program Network Total # Occurrences
American Idol

FOX

4,636

Biggest Loser

NBC

4,364

Deal or No Deal

NBC

2,122

Extreme Makeover Home Edition

ABC

1,776

Apprentice

NBC

1,646

Hell's Kitchen

FOX

1,596

Big Brother 9

CBS

1,514

One Tree Hill

CW

1,308

America's Next Top Model

CW

1,259

Last Comic Standing

NBC

1,206

Total: Top Ten

 

21,427

Source: Place Views, Nielsen Product Placement Service

The top 10 featured brands on prime-time broadcast network television increased by 38.5% in the first half this year, from 6,848 occurrences in the first half of 2007 to 9,485 between January and June of 2008.  Coca-Cola was again the top brand. 24-Hour Fitness Centers and Chef Revival cooking apparel rounded out the top three brands on broadcast television.

Top 10 Brands for January - June 2008: Product Placement on Broadcast TV
Brand Product Category Total # Occurrences
Coca-Cola

Soft Drinks

2,990

24-Hour Fitness

Fitness Centers/Clubs

1,765

Chef Revival

Apparel

1,308

AT&T

Wireless Telephone Services

701

Pussycat Dolls Lounge

Nightclubs

602

Nike

Sporting Footwear

575

Freemotion Fitness

Exercise Equipment

409

Chicago Bears

Football Team

383

Nike

Apparel

378

Precor

Exercise Equipment

374

Total: Top Ten

 

9,485

Source: Place Views, Nielsen Product Placement Service 


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