|Rank||Brand||In-Program Placement Description||Program Airing Info||Recall Index|
|1||7 Up||Soft drink brand awards cash and prizes to Steve and Allie for arriving in first place||The Amazing Race 16 (CBS, Mar 28)||147|
|2||Craftsman||Villains choose tool kit from Sears circular as Reward Challenge prize||Survivor: Heroes vs. Villains (CBS, Mar 4)||134|
|3||Ride the Ducks||Joel Manby visits tour boat operation to see how staff performs||Undercover Boss (CBS, Mar 28)||133|
|4||Coca-Cola||Cups sit on judges' table during contestant performances||American Idol (FOX, Mar 24)||131|
|5||Coca-Cola||Soft drink's name appears on-screen and on couch as Siobhan is interviewed||American Idol (FOX, Mar 9)||129|
|6||Sears||Teams receive store's circular with items to select as prizes for Reward Challenge||Survivor: Heroes vs. Villains (CBS, Mar 4)||126|
|7||Coca-Cola||Soft drink's name appears on-screen and on monitors as Casey is interviewed||American Idol (FOX, Mar 23)||125|
|8||Ford||Ryan Seacrest tells viewers to visit website to find out how to win a customized Fiesta||American Idol (FOX, Mar 17)||125|
|9||Coca-Cola||Cups sit on judges' table during contestant performances||American Idol (FOX, Mar 16)||124|
|10||Coca-Cola||Cups sit on judges' table during contestant performances||American Idol (FOX, Mar 23)||123|
|Source: Nielsen IAG In-Program Performance Data (www.nielseniag.com)
The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in reality series on the broadcast networks during the March 1-28 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 dramas and sitcoms. 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 were included.