'Big Bang Theory' Has The Most Remembered Product Placement Among Dramas/Sitcoms; 'American Idol' Had Most Placement Overall

Categories: TV Advertising

Written By

December 20th, 2011

Some interesting tid-bits from nielsenwire:

Top 10 Most Remembered Branded Integrations – Dramas/Sitcoms
Rank Brand Branded Integration Description Program (Network/Air Date) Recall Index
1 Purell Sheldon uses hand sanitizer after he puts a live snake in a desk drawer. The Big Bang Theory (CBS, Oct 27) 271
2 Red Bull Tessa describes the official drink of suburbia; people drink it repeatedly. Suburgatory (ABC, Sep 28) 214
3 Milton Bradley Twister — Amy suggests that the group play the travel version of a game. The Big Bang Theory (CBS, Nov 17) 208
4 Ferrari Beckett drives a car after Castle explains that it is a high performance vehicle. Castle (ABC, Feb 7) 207
5 Subway Big Mike says that his kidnapping hasn’t been that bad because his kidnappers brought sandwiches. Chuck (NBC, Mar 21) 206
6 Wizards of the Coast Games Dungeons & Dragons — Wolowitz comments on the way that Sheldon plays a board game. The Big Bang Theory (CBS, Oct 6) 205
7 Rolex Laura comments on the price of a watch she purchased before she realizes it may have been stolen. Pan Am (ABC, Oct 30) 204
8 Snapple Waldon drinks a beverage while talking to Alan about his breakup. Two and a Half Men (CBS, Oct 17) 203
9 Hasbro Scrabble — Dick tells Susan that he’d rather play Scrabble than talk to her. Desperate Housewives (ABC, Jan 16) 200
10 Hasbro Monopoly — Penny wants to play a board game after getting home from a trip with Tom. Desperate Housewives (ABC, Oct 2) 199
Source: Nielsen
Data from January 1, 2011 – November 30, 2011. Broadcast Prime. The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/product of a branded integration they were exposed to during the normal course of viewing Dramas/Sitcoms. These scores are then indexed against the mean score for all integrations occurring in this genre during the time period (Recall Index). 100 equals average.
Note: For this analysis, branded integrations 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.

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Top 10 Primetime Programs with Product Placement Activity
Rank Program Network Total Number of Occurrences
1 American Idol FOX 577
2 The Biggest Loser NBC 533
3 The Celebrity Apprentice NBC 391
4 Dancing with the Stars ABC 390
5 The X Factor FOX 312
6 Extreme Makeover: Home Edition ABC 224
7 America’s Got Talent NBC 220
8 Friday Night Lights NBC 201
9 America’s Next Top Model CW 178
10 The Amazing Race: Unfinished Business CBS 161
Source: Nielsen
Data from January 1 – November 30, 2011. Primetime entertainment programming on five Broadcast networks (ABC, CBS, CW, FOX, and NBC). First-run episodes only. As a result of coding enhancements implemented in 2009, occurrence counts now reflect the total number of show segments in which a brand/product appears or is mentioned.
 
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