You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Many Brands Bid for Product Placement on 'Modern Family,' but So Few Make It Unwilling to Sell Soul of Show, Picky Producers Demand Relevance to Characters and Storylines By Brian Steinberg, Published on January 23, 2012 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.