IAG Top 10 Most-Recalled In-Program Product Placements: Reality

Feb. 18 to March 16, 2008

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 24 Hour Fitness Contestants exercise in gym throughout episode; logo appears on clothing The Biggest Loser: Couples (NBC, Feb 19) 176
2 QVC Teams are tasked to create a live segment for the home shopping TV network The Celebrity Apprentice (NBC, Feb 21) 172
3 Target Brandi and store employees shop for supplies for homeless shelters Oprah's Big Give (ABC, Mar 9) 163
4 Coca-Cola Cups sit on the judges' table during performances American Idol (FOX, Mar 12) 163
5 Dial Teams are tasked to create photo layout in Redbook for Nourishing Yogurt Body Wash The Celebrity Apprentice (NBC, Feb 28) 162
6 Ford Contestants give away Ford Edge vehicles to deserving individuals Oprah's Big Give (ABC, Mar 9) 159
7 Sears Ed Sanders purchases electronic items at department store for Turner family Extreme Makeover: Home Edition (ABC, Mar 9) 156
8 Coca-Cola Cups sit on the judges' table during performances American Idol (FOX, Feb 28) 153
9 Honey Nut Cheerios Tanya explains "Box Tops for Education" with a box of cereal Extreme Makeover: Home Edition (ABC, Mar 9) 153
10 Coca-Cola Cups sit on the judges' table during performances American Idol (FOX, Mar 5) 151
The IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality programs on the broadcast networks during the February 18 to March 16 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 elements (i.e., was "seen" on-screen) or both visual and auditory elements (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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