How to Make Viewers Remember Your Product Placement: Talk It Up On Air
'Castle' and 'Bones' Leads Talked Up Features of Their Cars
ABC's "Castle" delivered the product placement with the highest brand recall on dramas and sitcoms last month, according to new data from Nielsen. Apparently it helps for the title character to explain that the product, a Ferrari, is a high-performance vehicle.
Actually viewers saw, and remembered, something similar in a February episode of "Bones" on Fox, in which Dr. Temperance "Bones" Brennan told her partner about her Toyota's adaptive cruise control. That was good for the No. 6 spot on Nielsen's list of product integrations with the highest brand recall. Marketers just need to keep in mind that the most intrusive brand integrations also run the risk of alienating viewers.
Look below the chart to see Richard Castle give a Ferrari its due.
|Nielsen Top Ten Most-Recalled In-Program Placements: Dramas/Sitcoms, February 1 - 28, 2011|
|Brand||In-Program Placement Description||Program Airing Info||Recall Index|
|1||Ferrari||Beckett drives a car after Castle explains that it is a high performance vehicle.||Castle (ABC, Feb 7)||205|
|2||Vicodin||Foreman tells Taub he found medication in Bert's office.||House (Fox, Feb 28)||194|
|3||Red Hots||Mike orders and picks up a Valentine's Day cake with candies on top.||Mike & Molly (CBS, Feb 14)||192|
|4||L'il Critters||Sue pretends to overdose on gummi vitamins.||Glee (Fox, Feb 15)||188|
|5||Ugg||Harry and Jenna open boot boxes while discussing Tommy Jefferson.||Harry's Law (NBC, Feb 7)||187|
|6||Toyota||Brennan tells Booth about her car's adaptive cruise control.||Bones (Fox, Feb 3)||166|
|7||Mercedes-Benz||A car sits outside while Vivian, Chuck, and Sarah hide from Boris's gunfire.||Chuck (NBC, Feb 21)||165|
|8||Jared||Santana tells Puck she bought jewelry and shows it to him.||Glee (Fox, Feb 8)||163|
|9||Apple||Jasmine and her mother use a laptop while planning her wedding.||Parenthood, (NBC, Feb 8)||162|
|10||Gatorade||A Gatorade G cooler is on a table at a football game.||Glee (Fox, Feb 6)||157|
|The Nielsen Top 10 Most Recalled
In-Program Placements focuses on brand/product placements occurring
in Dramas/Sitcoms on the broadcast networks during the February 1 -
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/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.