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Amazing Race, Apprentice, Idol, Dominate Reality Show Product Placement
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Amazing Race, Apprentice, Idol, Dominate Reality Show Product Placement

For the period April 13 through May 10, brand placements in the reality shows The Amazing Race, Celebrity Apprentice, and American Idol featured strong product placement recall. While the Amazing Race’s integration of Travelocity posted the highest index, American Idol’s partnerships with Coca Cola and Ford accounted for five of the top 10 most recalled placements.

Most Recalled In-Program Placements: Reality Show April 13-May 10
RANK Brand In-Program Placement Description Program Airing Info Recall Index
1 Travelocity Online travel service awards Galapagos Islands trip to Tammy and Victor for arriving in first place The Amazing Race (CBS, May 3) 162
2 Playboy Magazine Brande Roderick is identified as a Playmate throughout the episode The Celebrity Apprentice (NBC, May 3) 159
3 Playboy Magazine Brande Roderick is identified as a Playmate throughout the episode The Celebrity Apprentice (NBC, May 10) 153
4 CVS Pharmacy Box with pharmacy logo is carried into the Cooper house Extreme Makeover: Home Edition (ABC, May 3) 151
5 Coca-Cola Cups sit on judges’ table during contestant performances American Idol (FOX, April 28) 151
6 Coca-Cola Cups sit on judges’ table during contestant performances American Idol (FOX, May 5) 148
7 Ford Ryan Seacrest tells viewers they can win a Fusion at AmericanIdol.com American Idol (FOX, April 29) 141
8 Coca-Cola Name appears in on-screen graphic during Ryan Seacrest’s interviews with Allison and Kris American Idol (FOX, May 5) 139
9 Coca-Cola Cups sit on judges’ table during contestant performances American Idol (FOX, May 6) 139
10 Coca-Cola Name appears in on-screen graphic during Ryan Seacrest’s interviews with Allison and Matt American Idol (FOX, April 28) 132
source: Nielsen IAG


The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Realities on the broadcast networks during the April 13 to May 10 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 reality shows. 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.