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Red Bull's Unpaid 'Suburgatory' Appearance Outshines Paid Product Placements

But Pepsi's Very Much Paid 'X Factor' Integrations are Starting to Take Over Reality

By Published on .

Red Bull makes an apparently unpaid appearance on ABC's 'Suburgatory.'
Red Bull makes an apparently unpaid appearance on ABC's 'Suburgatory.' Credit: ABC
Red Bull recently made a prominent appearance on ABC's "Suburgatory" without, it seemed, paying a penny for the privilege. (Red Bull doesn't typically pay for that sort of thing, the company told Ad Age .)

Now the scope of Red Bull's mini-coup has become clearer: The drink's appearance on "Suburgatory" was viewers' most-recalled brand integration on the broadcast networks' scripted prime-time shows last month, according to Nielsen.

Viewers remembered Red Bull's "Suburgatory" moment even better than Chevrolet's pervasive presence on "Hawaii Five-0" on CBS, which won the No. 2 and No. 5 spots on Nielsen's prime-time broadcast sitcom-and-drama chart for September.

Among brand integrations during non-scripted network fare, Orville Redenbacher continued to register with people watching "America's Got Talent" on NBC. But Pepsi began to get big notice with its cups in front of "X Factor" judges on Fox, wining three slots on Nielsen's prime-time broadcast realities chart.

Nielsen Top Ten Most-Recalled Branded Integrations: Dramas / Sitcoms
September 1 - 30, 2011
Nielsen Top Ten Most-Recalled Branded Integrations: Realities
September 1 - 30, 2011
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