Nielsen: Product Placement Down in First Half

NEW YORK, September 15:
Product placement in prime-time programming on 11 measured networks in the U.S.
fell by 15 percent in the first half of this year, according to The Nielsen
Company, with a gain on network TV failing to make up for the decline on cable
channels.

The data pertains to
prime-time content on 11 measured networks: ABC, CBS, NBC, FOX, The CW,
MyNetwork TV, A&E, Bravo, HGTV, MTV and TLC. Broadcast television
placements grew by almost 12 percent, while placements on cable television
declined by 20 percent.

From January to June there
were 204,919 brand occurrences on cable and broadcast networks.

On network TV, the top ten
programs featured 21,427 occurrences in the period, compared to 17,370 occurrences
in the same time period in 2007. The top show for product placement was American
Idol, with 4,636 occurrences,
followed by Biggest Loser,
Deal or No Deal, Extreme
Makeover: Home Edition and The
Apprentice. Rounding out the top ten were Hell’s Kitchen, Big Brother 9, One Tree Hill, America’s Next Top Model and Last Comic Standing. All of the top ten programs had more than 1,000
placements.

The top ten brands on
network TV were featured 9.485 times, a 38.5-percent increase. Coca-Cola was
again the top brand, with 2,990 occurrences for this time period, while 24-Hour
Fitness Centers and Chef Revival cooking apparel rounded out the top three
brands.

On cable television, the
top ten programs accounted for 85,480 occurrences, an 8-percent fall as a
result of changes in program lineups. Several shows that featured a significant
number of product placements were aired less frequently, or were removed from
schedules. The top program for product placement on cable was American
Chopper on TLC, with 26,794
placements, followed by Project Runway with 10,316 and Top Chef
with 9,316. MTV and TLC shows round out the top ten.

The top ten featured
brands on prime-time cable network television in this first half accounted for
22,334 occurrences—a 19-percent decrease from 27,696 occurrences. Orange
County Choppers apparel was the top brand, with 3,706 occurrences for this time
period.

—By Mansha Daswani