IAG Top 10 Most-Recalled In-Program Product Placements

Network Sitcoms and Dramas for April 10 - May 7, 2006

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 Crayola Box of markers sits on craft table at birthday party The New Adventures of Old Christine (CBS, April 24) 230
2 BlackBerry Josh tells Otto that he can't find his wireless device The West Wing (NBC, April 23) 224
3 Oreo Annie and Rose eat cookies; Eric and Lucy mention the cookies 7th Heaven (WB, April 17) 219
4 Scrabble (Hasbro) Alan and Francine play board game Two and a Half Men (CBS, May 1) 209
5 Wall Street Journal Bill hands Rory newspaper while she talks on the phone with Logan Gilmore Girls (WB, May 2) 200
6 Ferrari Hotel valet tells Greg and Sara about damages he saw on car CSI: Crime Scene Investigation (CBS, May 4) 198
7 Hummer H2 is seen at the crime scene as divers search the water for a body CSI: Miami (CBS, May 1) 197
8 Uno (Mattel) Earl and Joy play card game together My Name Is Earl (NBC, May 4) 192
9 Oreo Eric and Mr. Riley eat cookies; cookies sit in background; Rose eats cookie 7th Heaven (WB, April 24) 191
10 AOL Sponsored segment directs viewers online to view a blog Smallville (WB, April 13) 188
The IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Sitcoms and Dramas on the broadcast networks during the April 10 - May 7 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 Sitcoms and Dramas. 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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