'American Idol' Returns to Dominance in Product Placement

Academy Awards and Grammys Don't Do Too Shabby Either

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'Idol' judges Steven Tyler, Jennifer Lopez and Randy Jackson
'Idol' judges Steven Tyler, Jennifer Lopez and Randy Jackson Credit: Fox

"American Idol" reclaimed its familiar position atop TV shows ranked by product placements in February, giving viewers 102 instances of product appearances over the month, according to research by Nielsen. It doesn't hurt, of course, that 'Idol' airs twice a week. But even half its 102 placements would still have secured fourth place last month.

The current season of "Idol" was only getting going in January, when its mere 44 brand placements only earned it sixth place among shows for product placement, according to Nielsen's monthly count of brand placements in first-run broadcast prime-time series and specials.

February's top 10 also included annual awards shows and related fare. The Academy Awards took fourth place with 57 brand appearances, while "Oscars Red Carpet Live" took sixth and the Grammy Awards took seventh.

Among the top brands in terms of brand appearances in first-run broadcast prime time, Chevrolet won the No. 1 spot with 57 occurrences, followed by Coca-Cola and Microsoft, with 53 and 38, respectively.

February 1 - February 28, 2011
Brand Category Total # Occurrences
Chevrolet Autos 57
Coca-Cola Soft Drinks 53
Microsoft Computer Systems 38
Cybex Exercise Equipment 30
Apple Computer Systems 27
Everlast Apparel 27
Ford Autos 25
Facebook Website 23
Dell Computer Systems 19
Cadillac Autos 18

February 1 - February 28, 2011
Program Network Total # Occurrences
American Idol Fox 102
The Biggest Loser NBC 86
Gossip Girl CW 63
The Academy Awards ABC 57
Extreme Makeover: Home Edition ABC 45
Oscars Red Carpet Live ABC 42
The Grammy Awards CBS 35
NCIS: Los Angeles CBS 32
Undercover Boss CBS 29
90210 CW 27
Mike & Molly CBS 27
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