Madison+Vine: Data

Nielsen IAG Top Ten Most-Recalled In-Program Placements: Dramas/Comedies

April 5 to May 2, 2010

Published: May 12, 2010

Rank	Brand	In-Program Placement Description	Program Airing Info	Recall Index

1	Victoria's Secret	Michael interrupts meeting to offer Donna a retail store's catalog	The Office (NBC, Apr 29)	214
2	Ford	Cole Austin points to his Mustang and says he still owns it	Cold Case (CBS, May 2)	190
3	Skype	Joyce tells Benson and Stabler that she talks to Andrew online	Law and Order: SVU (NBC, Apr 7)	183
4	Yamaha	Susan explains to Mike that she has inherited a piano	Desperate Housewives (ABC, May 2)	181
5	Rolex	Provo tells Fin that Jack stole his watch; member of the cooking staff is wearing it	Law and Order: SVU (NBC, Apr 7)	178
6	MedTec	Name is visible on the ambulance doors	Trauma (NBC, Apr 5)	176
7	Toyota	Mitchell and Cameron park their car at Charlie's house	Modern Family (ABC, Apr 14)	161
8	Chevrolet	Winston drives with Guerrero, who identifies the car as a Camaro	Human Target (FOX, Apr 7)	155
9	Porsche	Zack asks Nick where he got his car from	Accidentally On Purpose (CBS, Apr 21)	152
10	Chevrolet	Pres. Hasaan rides in a black SUV after turning himself over to terrorists	24 (FOX, Apr 5)	147
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 dramas and comedies on the broadcast networks during the April 5 to May 2 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.