ニールセンは2008年の年末に、テレビ番組のトップから消費者向けパッケージ商品まで、アメリカ人の間で最も人気のあったトレンドを発表した。
Procter & Gamble was the top advertiser, spending more than $2.3 billion on traditional media advertising in the U.S. through September 30. General Motors and AT&T rounded out the top three advertisers.
Among the year’s most-liked commercials, ads by the NFL, Budweiser, and Geico were most popular with American audiences.
Product placements by CVS (on “Extreme Makeover: Home Edition”), TRESemme (on “Project Runway”), and El Pollo Loco (on “Flipping Out”) were most popular with viewers.
NBC’s “Biggest Loser” featured the greatest number of product placements (6,248 occurrences) of any broadcast TV program, through November 30.
Top 10 Advertisers – U.S. Spending – Traditional Media
順位 | 親会社 | Ad Dollars Spent (US $) |
---|---|---|
1 | プロクター・アンド・ギャンブル | $2,342,319,397 |
2 | General Motors Corp | $1,441,747,399 |
3 | AT&T社 | $1,317,893,377 |
4 | ベライゾン・コミュニケーションズ | $1,125,700,512 |
5 | Johnson & Johnson | $1,059,109,138 |
6 | Time Warner Inc | $878,355,332 |
7 | トヨタ自動車 | $819,377,026 |
8 | General Electric Co | $807,869,688 |
9 | フォード・モーター | $742,708,529 |
10 | Pepsico Inc | $730,503,931 |
Source: The Nielsen Company (January 1 – September 30, 2008). | ||
Note: Data is based on spending estimates in the following media: Network TV, National Cable TV, Spot TV, Syndicated TV, Spanish-Language TV, Nat’l/Local Magazine, Network/Spot Radio, Outdoor, Coupons (CPGs only), Nat’l/Local Newspapers (display ads only), Nat’l/Local Sunday Supplements. |
Top 10 Best-Liked TV Commercials
順位 | ブランド | 広告概要 (Seconds) | 好感度 Index* |
---|---|---|---|
1 | NFLの | Ephraim Salaam describes how Chester Pitts became an NFL player (:60) | 216 |
2 | バドワイザー | Dalmatian trains Hank the Clydesdale for hitch team (:60) | 208 |
3 | Geico | Gecko on subway train with older man (:30) | 192 |
4 | AMP Energy | Dale Earnhardt Jr. knocks out a gorilla in different places (:30) | 191 |
5 | M&M's | Pink peanut M&M is attacked by squirrels in park (:15) | 186 |
6 | ブリヂストン | Squirrel and other forest animals scream as car approaches (:30) | 185 |
7 | ロウズ | Jimmie Johnson fixes things, including school bus, using Kobalt tools (:30) | 185 |
8 | Slim Jim | Couple at wedding is attacked by man’s mini evil twin (:15) | 181 |
9 | バドライト | Bud Light is brewed to give you the ability to breath fire (:30) | 175 |
10 | Macy’s | Celebrities read “Yes, Virginia, there is a Santa Claus” (:30) | 170 |
Source: The Nielsen Company (January 1 – November 30, 2008). | |||
*Note: Data includes primetime broadcast networks only. Only ads launching since January 1 were considered. Nielsen IAG’s panel includes viewers ages 13 and older. |
Top 10 Most-Effective Product Placements (Brand Opinion)
順位 | ブランド | 広告概要 | Program / Network | Brand Opinion Index* |
---|---|---|---|---|
1 | CVS Pharmacy | Company pays bills and provides supplies to families | Extreme Makeover: Home Edition (ABC, 3/16 – 11/9/08) | 299 |
2 | TRESemme | Company provides prize to winner; sponsor of hair salon | Project Runway (Bravo, 1/2 – 10/20/08) | 256 |
3 | El Pollo Loco | Jeff and team eat lunch from fast-food restaurant | Flipping Out (Bravo, 6/24 – 8/12/08) | 254 |
4 | Bluefly.com | Winner can sell line through online retailer; sponsor of accessories wall | Project Runway (Bravo, 1/2 – 10/20/08) | 254 |
5 | Sears | Retailer provides tools, appliances and supplies for homes | Extreme Makeover: Home Edition (ABC, 1/6 – 11/30/08) | 253 |
6 | Glad | Company provides prize to winner; products are used during challenges | Top Chef (Bravo, 3/12 – 11/28/08) | 251 |
7 | Whole Foods Market | Contestants shop for ingredients to use in challenges | Top Chef (Bravo, 3/12 – 11/28/08) | 248 |
8 | Food & Wine Magazine | Winner will be featured in magazine and showcase food at festival | Top Chef (Bravo, 3/12 – 11/28/08) | 245 |
9 | GQ Magazine | Winning model will receive a fashion pictorial in men’s magazine | Make Me a Supermodel (Bravo, 1/10 – 4/3/08) | 244 |
10 | Hugo Boss | Patti’s clients shop with style expert at clothing store | The Millionaire Matchmaker (Bravo, 2/12 – 4/7/08) | 241 |
Source: The Nielsen Company (January 1 – November 30, 2008). | ||||
*Note: Data includes primetime broadcast and cable networks (A&E, Bravo, Discovery, ESPN, FX, Lifetime, NAN, TBS, TLC, TNT and USA). The placements delivered the greatest percentage of viewers who both recalled and cited an improved opinion of the integrated brand. Nielsen IAG’s panel includes viewers ages 13 and older. |
Top 10 Broadcast Network TV Programs – Product Placement Activity
順位 | プログラム | ネットワーク | Total # of Product Placement Occurrences |
---|---|---|---|
1 | Biggest Loser | 日本放送協会 | 6,248 |
2 | American Idol | フォックス | 4,636 |
3 | Extreme Makeover Home Edition | ABC | 3,371 |
4 | America’s Toughest Jobs | 日本放送協会 | 2,807 |
5 | One Tree Hill | 時計回り | 2,575 |
6 | Deal Or No Deal | 日本放送協会 | 2,292 |
7 | America’s Next Top Model | 時計回り | 2,241 |
8 | Last Comic Standing | 日本放送協会 | 1,993 |
9 | Kitchen Nightmares | フォックス | 1,853 |
10 | Hells Kitchen | フォックス | 1,807 |
Source: The Nielsen Company (January 1 – November 30, 2008). |
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