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Twitter Landing More TV Roles Than Most of Product Placement's Top Practitioners

AT&T Leads the Paid Pack, but Shows Integrate Social Media for Their Own Ends

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Yesterday we noted that some of the most notable brand integrations on TV aren't paid product placement, but appearances that brands win on their own merits.

Three of YouTube's appearances on NBC's "America's Got Talent," for example, stood out to viewers better than otherwise-memorable paid placements by AT&T, Southwest and BLT Restaurants, according to Nielsen. NBC said YouTube did not pay to appear on the show, which uses it to connect with audiences and view video submissions.

As it turns out, YouTube, Twitter and Facebook all show up during prime-time entertainment programming on broadcast TV as often, or more often, than many of even the biggest practitioners of product placement. AT&T made more appearances than any other brand within prime-time, broadcast, entertainment programming last month, Nielsen research shows, and presumably paid for most or all of those moments.

But the second-most-integrated brand was Twitter, ahead of other placement giants last month including Under Armour, K-Swiss and Ford. Twitter, which many TV shows are trying to use to boost viewer engagement, likely paid for few or none of its appearances.

Program Summary
August 2011
Brand Summary
August 2011
Prime time entertainment programming on 5 broadcast networks (ABC, CBS, CW, Fox, and NBC); first-run episodes only included.
Note: Due to recent Place*Views coding enhancements, the total # of occurrences now reflect the number of show segments in which a brand placement appears. Additionally, the above list is now based only on first-run episodes, in order to profile those advertisers/programs that are most active at the present time.
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