Insights

Charmin, Dr Pepper Top Latest Product Placement And Hybrid Ad Recall
Article

Charmin, Dr Pepper Top Latest Product Placement And Hybrid Ad Recall

A product placement within the show “Survivor” for Charmin topped the Nielsen IAG chart of Most Recalled In-Program Placements for a reality series on the broadcast networks. Similarly, a “hybrid” ad (where sponsor messaging is combined with program or entertainment content) for Dr Pepper during “Top Chef,” was the most-recalled ad of its type. Ads for these top 10 lists were show between February 16 and March 15, 2009.

var s1 = new SWFObject('/nielsenwire/videos/player.swf','player2','425','300','9');

s1.addParam('allowfullscreen','false');

s1.addParam('allowscriptaccess','always');

s1.addParam('flashvars','file=/nielsenwire/videos/survivor_charmin.flv&image=/nielsenwire/videos/nielsen_video_tn.png');

s1.write('preview2');

// -->

Most-Recalled In-Program Placements: Reality TV

2/16/09 - 3/15/09

RANK Brand Description Program Airing Info Recall Index
1 Charmin Winners of challenge head to the Charmin Café with modern toilet and bathroom tissue Survivor: Tocantins (CBS, March 12) 183
2 Cheerios Winners of challenge at food bank will be featured in national campaign for cereal brand The Biggest Loser (NBC, March 3) 167
3 Coca-Cola Cups sits on judges' table during contestant performances American Idol (FOX, March 10) 166
4 Coca-Cola Bottle is seen on kitchen table in clip of Lil Rounds and her children at home American Idol (FOX, March 3) 164
5 Playboy Magazine Holly Madison says she's been on the magazine cover four times as the covers are shown Dancing With the Stars (ABC, March 9) 160
6 24 Hour Fitness Name is visible on signs in the gym as contestants work out and at the weigh-in stage The Biggest Loser (NBC, March 10) 160
7 Coca-Cola Name appears in on-screen graphic during Ryan Seacrest's interview with Jasmine American Idol (FOX, March 10) 159
8 Travelocity.com Online travel service awards St. Lucia trip to Margie and Luke for arriving in first place The Amazing Race (CBS, March 15) 158
9 Ford Sponsor of "We Will Rock You" music video featuring contestants and Ford Fusion American Idol (FOX, March 11) 151
10 Apple iPod Ryan Seacrest says that all of tonight's performances are available on music download service American Idol (FOX, March 5) 151
source Nielsen IAG

About This Chart

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

Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the Feb 16 - Mar 15, 2009 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.

var s1 = new SWFObject('/nielsenwire/videos/player.swf','player3','425','300','9');

s1.addParam('allowfullscreen','false');

s1.addParam('allowscriptaccess','always');

s1.addParam('flashvars','file=/nielsenwire/videos/topchef_drpepper.flv&image=/nielsenwire/videos/nielsen_video_tn.png');

s1.write('preview3');

// -->

Most-Recalled Hybrid Ad

2/16/09 - 3/15/09

RANK Brand Hybrid Ad Description (Seconds) Associated Program(s) Recall Index
1 Diet Dr Pepper Get cell phone ready; win trip for two to Big Apple; Which exotic ingredient do you want the chefs to cook with next season?; text or vote on Bravotv.com (:50) Top Chef (Bravo) 272
2 Diet Dr Pepper Get cell phone ready; win trip for two to Big Apple; Who should be Top Chef?; text or vote on Bravotv.com (:70) Top Chef (Bravo) 271
3 Michelob Ultra An exclusive look at television's most provocative series, "I won't stop until we're together again" (:30) Nip/Tuck (FX) 235
4 Just For Men WWE Rewind; Melina vs. Beth Phoenix battling for the women's gold; Melina remains champion (:50) WWE Monday Night RAW (USA) 213
5 Ford Music Video Challenge; enter for a chance to hang with the Idols on the set of a Ford music video and win Ford Fusion (:10) American Idol (Fox) 194
6 Clean & Clear For you and your best friends, a 90210 style pre-prom party; go to cwtv.com/countdown for your chance to win; 90210 Tuesdays 9/8c (:20) 90210 (CW) 191
7 Axe Hair Crisis '09 News Break; Dozens of young men with greasy hair have been rejected by hundreds of women; get girl-approved hair (:30) Comedy Central network 187
8 Cisco Catch all new episodes of 24 every Monday; see how Cisco WebEx can help you take care of business everywhere without going anywhere (:15) 24 (FOX) 183
9 Michelob Ultra An exclusive look at television's most provocative series; "The son I have is the son I love" (:30) Nip/Tuck (FX) 180
10 SC Johnson Five finalists have been chosen in SC Johnson Green Your World Contest; go to cwtv.com/greenyourworld, vote for winner (:20) CW network 178
Nielsen IAG (NielsenIAG.com), Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA and VH1

About This Chart:

Hybrids air during commercial pods and include customized ads, branded promos, vignettes, interstitials and micro-series where sponsor messaging is combined with program or entertainment content. Among viewers 13+. Only new executions considered, airing from Feb 16 - Mar 15, 2009. The Recall Score is the percentage of TV viewers who can recall within 24 hours the sponsor of a Hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks. These scores are then indexed against the mean score for all new Hybrids during the time period (Recall Index). 100 equals average Recall.