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.