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'Idol' Still a Product Placement Power, but Awards Shows Provide Fertile Ground Too

Nielsen's Top 10 Shows With Product Placement and Top 10 Brands With TV Product Placement

By Published on .

Coca-Cola, a leader in brand appearances during prime time, on 'American Idol,' a top show for product placement.
Coca-Cola, a leader in brand appearances during prime time, on 'American Idol,' a top show for product placement. Credit: Fox

NEW YORK (AdAge.com) -- Awards shows have become extremely fertile ground for product placement, earning four slots among the top 10 shows ranked by brand appearances last month, according to research by Nielsen.

Although new episodes of ABC's "Extreme Makeover: Home Edition" combined to give the series the top spot for January, with 102 brand occurrences, and Fox's "American Idol' came in sixth, the list was also included the Golden Globes, the People's Choice Awards, the Miss America Pageant and the Golden Globes Arrival Special.

Among marketers, Coca-Cola made the most frequent appearances during new episodes of broadcast prime-time series and specials last month, followed by Chevrolet and Everlast, according to Nielsen.

Jan. 1-31, 2011
Brand Category Total # Occurrences
Coca-Cola Soft Drinks 38
Chevrolet Autos 32
Everlast Sporting Equipment 26
Cybex Exercise Equipment 21
Dell Computer Systems 15
Microsoft Computer Systems 15
Apple Computer Systems 14
CVS Drug Store 13
Facebook Website 11
Mercedes-Benz Autos 11
DirecTV Entertainment 11

Jan. 1-31, 2011
Program Network Total # Occurrences
Extreme Makeover: Home Edition ABC 102
The 68th Annual Golden Globe Awards NBC 76
The Biggest Loser NBC 64
The 37th Annual People's Choice Awards CBS 56
2011 Miss America Pageant ABC 44
American Idol Fox 44
Undercover Boss CBS 41
Million Dollar Money Drop Fox 40
2011 Golden Globe Arrivals Special NBC 32
Gossip Girl CW 29
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