IAG Top 10 Most-Recalled In-Program Product Placements: Reality

Sept. 11 - Oct. 8, 2006

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 Sears Delivery van brings new appliances to the house Extreme Makeover: Home Edition (ABC, Sept. 24) 214
2 CoverGirl Magazine spread featuring a previous winner is shown America's Next Top Model (CW, Sept. 20) 196
3 Thrifty Players must return their SUVs to car rental before flight The Amazing Race 10 (CBS, Sept. 17) 189
4 United Airlines Players race to the airport to catch a flight to Beijing The Amazing Race 10 (CBS, Sept. 17) 187
5 Travelocity Peter and Sarah come in first and win a trip to a Mexican resort The Amazing Race 10 (CBS, Sept. 24) 182
6 Korean Air Players take a flight to Beijing from Seattle The Amazing Race 10 (CBS, Sept. 17) 182
7 KraftMaid Ty shows the Hawkins family their new kitchen cabinets Extreme Makeover: Home Edition (ABC, Oct. 8) 179
8 Sears Ed Sanders shops for goods to outfit the house's safe room Extreme Makeover: Home Edition (ABC, Oct. 8) 175
9 Verizon Wireless Brooke Burke tells viewers to use wireless service to download show extras Rock Star: Supernova (CBS, Sept. 13) 175
10 Mercedes-Benz The players drive SUVs to the airport to catch a flight to Beijing The Amazing Race 10 (CBS, Sept. 17) 174
The IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality shows on the broadcast networks during the Sept. 11 - Oct. 8 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 Network Reality shows. 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 element (i.e., was "seen" on-screen) or both visual and auditory element (i.e., was both "seen" and "mentioned"). Only first-run episodes were considered. Both planned and incidental exposures are tracked through IAG's In-Program Performance measurement system.

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