Apparently it is catching on with the networks, how about local television?
Broadcast TV Product Placements Up Almost 40%
The Nielsen Company reported that product placements for the first quarter of 2008 rose 6% on primetime programming for the 11 measured networks on broadcast. Broadcast television placements rose 39%, while cable television was essentially flat at -1%.
There were 117,976 brand occurrences on cable and broadcast networks in the first three months of the year, according to Nielsen Product Placement Service. The most prevalent placement type on broadcast television was "foreground," which represented 35% of all product placements. On cable television, "wardrobe" placements were most common, accounting for 32% of all placements.
Prime-time product placement occurrences on broadcast networks increased overall by 39% during the first quarter of 2008. The top 10 programs featured 15,404 occurrences in the first three months of this year-compared to 8,893 occurrences in the same time period in 2007.
"Deal Or No Deal" featured a special NFL-themed episode, originally aired in September 2007 and re-run in the first quarter 2008, which featured an NFL logo on the stage, NFL helmets throughout the set, and models and contestants clad in NFL apparel. That episode alone had 1,372 product placements. All other "Deal or No Deal" episodes during the first quarter of 2008 had less than 100 occurrences.
| Top 10 Programs for Product Placement on Broadcast TV (Q1 2008) | ||
| Program | Network | Total # Occurrences |
| The Biggest Loser | NBC | 3,977 |
| American Idol | FOX | 3,291 |
| The Apprentice | NBC | 1,646 |
| Deal Or No Deal | NBC | 1,603 |
| Extreme Makeover Home Edition | ABC | 1,011 |
| Big Brother 9 | CBS | 1,011 |
| CW Now | CW | 929 |
| Pussycat Dolls Present | CW | 805 |
| Americas Next Top Model | CW | 574 |
| One Tree Hill | CW | 557 |
| Total | 15,404 | |
| Source: PlaceViews, Nielsen Product Placement Service, May 2008 | ||
The top 10 featured brands on prime-time broadcast network television increased by 52% in the first quarter this year, from 4,253 occurrences in 2007 to 6,453 during the first three months of 2008. Coca-Cola, primarily through its association with "American Idol," was again the top brand, with 2,380 occurrences for this time period. Notably, six of the top 10 brands are associated with sports/exercise.
| Top 10 Brands for Product Placement on Broadcast TV (Q1 2008) | ||
| Brand | Product Category | Total # Occurrences |
| Coca-Cola Soft Drinks | Soft Drinks | 2,380 |
| 24 Hour Fitness Centers-Clubs | Fitness Centers-Clubs | 1,545 |
| Pussycat Dolls Lounge Nightclubs | Nightclubs | 479 |
| Freemotion Fitness Exercise Equipment | Exercise Equipment | 396 |
| Precor Exercise Equipment | Exercise Equipment | 352 |
| AT&T Teleph. Svcs-Wireless Text Messaging | Wireless Teleph. Svcs. | 325 |
| New Balance Sport Footwear | Sporting Footwear | 294 |
| National Football League Association | Sporting Assn. | 250 |
| Apple Computer Sys. Laptop | Computer Sys. | 218 |
| Nike Apparel | Apparel | 214 |
| Total | 6,453 | |
| Source: PlaceViews, Nielsen Product Placement Service, May 2008 | ||
The top 10 cable programs that featured product placements accounted for 59,308 occurrences in the first quarter of 2008, an increase of 16% from 50,940 during the first quarter of 2007. "American Chopper" on TLC was again the top program, with 16,164 placements. Half of the programs in the Top 10 air on MTV, and another three air on BRAVO.
| Top 10 Programs for Product Placement on Cable TV (Q1 2008) | ||
| Program | Network | Total # Occurrences |
| American Chopper | TLC | 16,164 |
| Project Runway | BRAVO | 9,816 |
| L.A. Ink | TLC | 5,684 |
| Real World Road Rules Challenge | MTV | 5,435 |
| Making The Band 4 | MTV | 5,330 |
| Rob & Big | MTV | 4,929 |
| Americas Best Dance Crew | MTV | 4,525 |
| Life Of Ryan | MTV | 3,191 |
| Make Me a Supermodel | BRAVO | 2,268 |
| Top Chef | BRAVO | 1,966 |
| Total | 59,308 | |
| Source: PlaceViews, Nielsen Product Placement Service, May 2008 | ||
The top 10 featured brands on prime-time cable network television in this year's first quarter accounted for 17,356 occurrences, a 28% increase from 13,501 occurrences in 2007. Notably, the top performing placements were not heavy weights in terms of activity.
| Top 10 Brands for Product Placement on Cable TV (Q1 2008) | ||
| Brand | Product Category | Total # Occurrences |
| Under Armour Apparel | Apparel | 2,960 |
| Â Elle Magazine | Â Magazine | 2,429 |
| Orange County Choppers Apparel | Apparel | 2,264 |
| Orange County Choppers Motorcycles | Motorcycles | 1,978 |
| New York Yankees Baseball Team | Baseball Team | 1,155 |
| Big Black Apparel | Apparel | 1,149 |
| Parsons School Of Design | School | 1,117 |
| Metzeler Motorcycle Parts-Access Tires | Motorcycle Parts-Access | 1,101 |
| New Era Cap Hats | Hats | 1,099 |
| Airgas Industrial Supplier (tie) | Industrial Supplier | 1,052 |
| Monster Energy Drinks-Isotonic (tie) | Drinks-Isotonic | 1,052 |
| Total | 17,356 | |
| Source: PlaceViews, Nielsen Product Placement Service, May 2008 | ||
With 18,307 placements Apparel was easily the number one product placement category on cable television during the first quarter of 2008. Four of the top five cable programs with the most apparel placements air on MTV.
| Top Cable Programs for Apparel Product Placements (Q1 2008) | ||
|
| Network | # of Placements |
| Real World Road Rules Challenge | MTV | 3,268 |
| American Chopper | TLC | 2,559 |
| Americas Best Dance Crew | MTV | 1,869 |
| Rob & Big | MTV | 1,778 |
| Making The Band 4 | MTV | 1,372 |
| Source: PlaceViews, Nielsen Product Placement Service, May 2008 | ||
For the complete Nielsen release, please visit here.
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