Trump Wins! 'Celebrity Apprentice' Seizes Product Placement Presidency From 'American Idol'

A Brand Integration Victory to Brag About

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Donald Trump won't have the opportunity to declare victory in a presidential campaign -- he renounced the idea, if it ever was anything but a publicity ploy in the first place, earlier this week during NBC's annual upfront pitch to advertisers -- but his show has a win of its own he can brag about: the most brand integrations of anything on network prime time last month.

Trump's show, "Celebrity Apprentice," even somehow outdid American Idol, which normally trounces other programs when it comes to product placement. In March, for example, "Idol" included 208 brand occurrences, according to Nielsen research on the broadcast networks' new prime-time episodes, leaving "Apprentice" in the dust with a mere 127 brand occurrences.

In April, however, "Idol" brand integrations declined to 96, meaning "Apprentice" could take the No. 1 spot with its 120.

Among the brands with the most product placement on broadcast networks' new prime-time episodes, "Idol" mainstays AT&T, Coca-Cola and Ford still won out. Coming in as a close fourth: Trump Hotels.

April 1-30, 2011
Program Network Total # Occurrences
The Celebrity Apprentice NBC 120
American Idol Fox 96
Dancing With the Stars ABC 77
Shark Tank ABC 60
The Biggest Loser NBC 57
Friday Night Lights NBC 48
The 46th Annual Academy Of Country Music Awards CBS 42
The Amazing Race: Unfinished Business CBS 40
Extreme Makeover: Home Edition ABC 39
Shedding For The Wedding CW 33

April 1 - April 30, 2011
Brand Category Total # Occurrences
AT&T Telecommunications 68
Coca-Cola Soft Drinks 52
Ford Autos 41
Trump Hotels 35
Apple Computer Systems 31
Chevrolet Autos 29
Under Armour Apparel 29
Microsoft Computer Systems 25
Macy's Department Stores 20
Toyota Autos 16
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