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

May 19 to June 15, 2008

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 Walt Disney World Jordin Sparks says theme park will feature the "American Idol Experience" attraction American Idol (Fox, May 21) 187
2 Coca-Cola Cups sit on the judges' table during contestant performances American Idol (Fox, May 20) 175
3 Coca-Cola Cups sit on the judges' table during contestant performances American Idol (Fox, May 21) 170
4 Nokia Announcer, Randy, and Paula mention that they are in the Nokia Theater American Idol (Fox, May 20) 161
5 Subway Sponsor of "Stat Sheet" during which information about gladiator is provided American Gladiators (NBC, May 19) 159
6 AT&T Sponsor of voting information which appears after contestant performances Dancing With the Stars (ABC, May 19) 158
7 Ford Sponsor of "Let the Good Times Roll" music video featuring contestants and vehicles American Idol (Fox, May 21) 156
8 Sysco Food distribution company's name is shown on a truck delivering supplies Hell's Kitchen (Fox, June 3) 153
9 Royal Doulton Chef Ramsey presents cookware collection to challenge winners Hell's Kitchen (Fox, June 10) 151
10 AT&T Sponsor of voting information which appears during and after contestant performances American Idol (Fox, May 20) 149
Source: Nielsen IAG In-Program Performance Data (www.iagr.net)
The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality programs on the broadcast networks during the May 19 to June 15 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 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.
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