Nielsen IAG Top 10 Most-Recalled In-Program Product Placements: Dramas/Sitcoms

Sept. 15 to Oct. 12, 2008

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Rank Brand In-Program Placement Description Program Airing Info Recall Index
1 Apple iPod Dean asks Sam about music player hooked up to a jack in his car Supernatural (CW, Sept. 18) 230
2 Tupperware Miriam's belongings are found in a cardboard box containing company name Cold Case (CBS, Oct. 12) 225
3 Playboy Jake reads an interview conducted with Jimmy Kimmel in men's magazine Two and a Half Men (CBS, Sept. 29) 222
4 Boeing Jonas, Bob, and Tom attempt to stop terrorists from hijacking a 767 plane The Unit (CBS, Oct. 5) 218
5 Scrabble (Hasbro) The gang plays a board game in Stella's basement How I Met Your Mother (CBS, Oct. 6) 209
6 Crown Victoria (Ford) Chuck wonders whether the car barreling towards him is a Crown Victoria Chuck (NBC, Sept. 29) 199
7 Pecan Sandies (Keebler) Kim discovers a box of cookies in the cabinet and Kath takes them away from her Kath & Kim (NBC, Oct. 9) 195
8 Harley-Davidson Betty tells one of the models to get on a Sportster bike at publicity event Ugly Betty (ABC, Sept. 25) 195
9 Mercedes-Benz Bridget tells Molly that her car has arrived; Molly drives car to see Kim a gas station The Unit (CBS, Oct. 5) 193
10 Dodge John and Derek drive Ram pickup truck to the military academy Terminator: The Sarah Connor Chronicles (Fox, Oct. 6) 189
Source: Nielsen IAG In-Program Performance Data (
The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Dramas and Sitcoms on the broadcast networks during the Sept. 15 to Oct. 12 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 Dramas and Sitcoms. 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.
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