Coca-Cola's starring role on "American Idol" gave the soda brand six of the 10 most memorable product placements in the broadcast networks' reality shows last month, according to new data from Nielsen. But it couldn't land the top spot.
Viewers strongly recalled Coke cups on the judges' table in five different "Idol" episodes in March and the Coke logo they saw while Ryan Seacrest interviewed contestants on March 9. Coke was also the brand that made the most appearances in prime-time broadcast TV during March, showing up one way or another 99 times, according to Nielsen.
But it was Sears that stuck with broadcast reality viewers the best last month, according to Nielsen, for sponsoring a challenge and a reward on the March 9 episode of CBS's "Survivor."
McDonald's on "The Amazing Race: Unfinished Business," Neil Lane on "The Bachelor" and Travelocity on "Amazing Race" all also made marks in March.
|Nielsen Top Ten Most Recalled In-Program Placements: Realities
March 1 - 31, 2011
|Brand||In-Program Placement Description||Program Airing Info||Recall Index|
|1||Sears||Sponsor of the ramp challenge and the barbecue set reward.||Survivor: Redemption Island (CBS, Mar 9)||170|
|2||Coca-Cola||Company logo appears on the set monitors while Ryan Seacrest interviews contestants.||American Idol (FOX, Mar 23)||155|
|3||Coca-Cola||Cups are seen on judges' table throughout episode.||American Idol (FOX, Mar 17)||154|
|4||Coca-Cola||Cups are seen on judges' table throughout episode.||American Idol (FOX, Mar 24)||151|
|5||Coca-Cola||Cups are seen on judges' table throughout episode.||American Idol (FOX, Mar 2)||150|
|6||Coca-Cola||Company logo appears on the set monitors while Ryan Seacrest interviews contestants.||American Idol (FOX, Mar 9)||145|
|7||McDonald's||Contestants arrive at a restaurant after reading a clue.||The Amazing Race: Unfinished Business (CBS, Mar 20)||142|
|8||Neil Lane||Brad opens a labeled jewelry box and proposes to Emily.||The Bachelor (ABC, Mar 14)||140|
|9||Coca-Cola||Cups are seen on judges' table throughout episode.||American Idol (FOX, Mar 23)||139|
|10||Travelocity||Phil Keoghan tells Zev and Justin they won a trip to Costa Rica.||The Amazing Race: Unfinished Business (CBS, Mar 6)||138|
|The Nielsen Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Realities on broadcast networks during the March 1 - 31 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 Realities. 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.
Source: The Nielsen Company