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 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.
|TOP 10 SHOWS WITH PRODUCT PLACEMENT|
|April 1-30, 2011|
|Program||Network||Total # Occurrences|
|The Celebrity Apprentice||NBC||120|
|Dancing With the Stars||ABC||77|
|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|
|TOP 10 BRANDS WITH TV PRODUCT PLACEMENT|
|April 1 – April 30, 2011|
|Brand||Category||Total # Occurrences|
Source: The Nielsen Company
Prime time entertainment programming on 5 broadcast networks (ABC, CBS, CW, Fox, and NBC); first-run episodes only included.
Note: Due to recent Place*Views coding enhancements, the total # of occurrences now reflect the number of show segments in which a brand placement appears. Additionally, the above list is now based only on first-run episodes, in order to profile those advertisers/programs that are most active at the present time.