MediaBuyerPlanner: The most successful product placement in 2006, in terms of generating a shift in positive brand opinion, was CVS Pharmacy’s integration into ABC’s Miracle Workers reality show.
Audiences reacted positively – and strongly – to CVS’s role in covering the costs of medications that patients needed after life-changing surgeries, according to IAG Research data on the most effective placements of 2006, writes MediaPost.
Audiences also appreciated the role of Sears in providing furniture, appliances and other necessities for struggling families in ABC’s Extreme Makeover: Home Edition. Rounding out the top 5 in terms of most effective placements were GM’s integration into Queer Eye, 7-Eleven’s integration into NBC’s The Apprentice and Saturn in Bravo’s Project Runway.
While The Apprentice has been fighting declining ratings – in large part because viewers are tired of the abundant product integration, according to critics – the IAG Research data shows that consumers are positively recalling brands from the show.
In the “without ad adjacency, single episode” category, for example, The Apprentice’s 7-Eleven integration came in first, followed by a Norwegian Cruise Lines integration in another episode.
Related stories:
- TV Viewers Remember Brands from Placement/Ad Combo
- Global Paid Product Placement to Top $3 Billion in 2006
- Idol Launches Coke to Front of Product Placement Pack
- Almost 50% of Media Execs Have Paid for Placement
- Publisher Inks Product Placement Deal for Young Adult Book
- Product Placement up to 11 Percent of Prime-Time Minutes
- Product Integration Trend Speeds Decline of 30-Second Spot
- Site Helps Media Buyers Find Potential Product Placement Partners
- Product Placement Under Examination from NARC
