Yes, product placements are annoying, but the research on how effective they are is fascinating and surprising. Get this: According to IAG Research, the most effective placements on TV in 2007 — meaning viewer opinion of the company was dramatically enhanced because of the tie-in — were Tyson Foods (for donating a massive amount of meat in an episode of Extreme Makeover: Home Edition) and Sue Bee Honey and Soft Scrub (both for The Apprentice: Los Angeles). Also making the Top 10: Kraft (No. 4) and Kenmore (No. 10) for Top Chef, Visa (No. 9) for What Not to Wear, and Second Life (No. 8) for The Office.
IAG also researched how well viewers recalled brand names within 24 hours of seeing them in a placement and a commercial together during an episode. Bluefly.com was the most memorable with its Project Runway tie-in, followed by Jeep on Gilmore Girls(!), and Ford on Survivor: Fiji.
Do you have fond feelings for a company because it was tied-in to a certain TV show? And what product placement did advertisers miss? I don’t know that I’d buy a Jeep because Lorelai Gilmore (Lauren Graham, pictured) drove one, but I would certainly buy whatever coffee she drank at Luke’s…
addCredit(“Lauren Graham: Scott Humbert”)
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