Product Placements Rose 6% in First Quarter, Nielsen Reports

NEW YORK, May 5 /PRNewswire/ -- The Nielsen Company today reported that product placements for the first quarter of 2008 rose 6% on primetime programming for the 11 measured networks on broadcast (ABC, CBS, CW, FOX, MNT, NBC) and cable television (A&E, Bravo, HGTV, MTV, TLC). 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.

  Broadcast Television Product Placements

  Top Broadcast Television Programs

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. "The Biggest Loser," with 3,977 occurrences, was the top program, in terms of the number of placements. Four of the top 10 programs aired on CW, and six programs had over 1,000 placements.

Because of the recent writers' strike, many programs were shifted from their standard airing times. "Big Brother," which usually airs during the summer months, was moved up to the first quarter to fill in empty slots. "The Apprentice" also altered its normal schedule of episodes, airing the same number of episodes between January and March of 2008 as were run from January through April of 2007.

In addition, "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 Q1 2008:
                    Product Placement on Broadcast TV
                                                                   Total #
  Program                                            Network     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: Place*Views, Nielsen Product Placement Service
  Coverage - prime time entertainment programs on ABC, CBS, CW, FOX, MNT,
  NBC


  Top Broadcast Television Brands

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. The February 21st episode of "American Idol" with Coca-Cola was especially well received by the viewing audience- nearly 60% recognized the brand and responded positively to it.

24 Hour Fitness Centers (1,545 occurrences) and Pussycat Dolls Lounge Nightclubs (479 occurrences) rounded out the top three brands on Broadcast television. Notably, six of the top 10 brands are associated with sports/exercise.

                        Top 10 Brands for Q1 2008:
                    Product Placement on Broadcast TV
                                                                   Total #
            Brand                         Product Category       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: Place*Views, Nielsen Product Placement Service
  Coverage - prime time entertainment programs on ABC, CBS, CW, FOX, MNT,
  NBC


  Top Broadcast Television Product Categories