IAG TOP 10 MOST-RECALLED IN-PROGRAM PRODUCT PLACEMENTS: REALITY SHOWS

Jan. 9 - Feb. 5, 2006

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 America Online Logo visible when the Kirkwood family watches Ty on computer Extreme Makeover: Home Edition (ABC, Jan. 15) 219
2 Capital One Sponsor of "Home Invasion" segment Fear Factor (NBC, Jan. 17) 212
3 Rubik's Cube Tyson demonstrates his skills with the puzzle Beauty and the Geek (WB, Jan. 12) 205
4 Craftsman Worker uses a circular saw during home renovation Extreme Makeover: Home Edition (ABC, Jan. 22) 200
5 Sears Ed takes the Texas A&M students to purchase hand tools Extreme Makeover: Home Edition (ABC, Jan. 29) 190
6 Kenmore Logo visible on refrigerator in new kitchen Extreme Makeover: Home Edition (ABC, Jan. 29) 169
7 Kenmore Logo visible on new grill in backyard Extreme Makeover: Home Edition (ABC, Jan. 22) 168
8 Sears Ty mentions that new appliances come from department store Extreme Makeover: Home Edition (ABC, Jan. 22) 167
9 Coca-Cola Logo visible on cups sitting on the judges' table American Idol (Fox, Jan. 17) 165
10 America Online Logo visible on laptops in rooms in new house Extreme Makeover: Home Edition (ABC, Jan. 15) 165
The IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality shows on the broadcast networks during the Jan. 9 - Feb. 5 period. The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/product of an In-Program placement they were exposed to during the normal course of viewing Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the time period (Recall Index). 100 equals average. Note: For this analysis, In-Program placements were only considered if the occurrence had visual element (i.e., was "seen" on-screen) or both visual and auditory element (i.e., was both "seen" and "mentioned"). Only first-run episodes were considered. Both planned and incidental exposures are tracked through IAG's In-Program Performance measurement system.

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