TV branded entertainment deals look like they are here to stay--but one area still in question is scripted TV programs. Only three scripted programs made it to the top ten shows with the most product
placement for the first nine months of this year, according to Place Views, a Nielsen Media Research product placement measuring service.
WB's "What I like About You" came in third
place--before runaway winner "The Contender" and second-place "American Idol." But ratings-wise, "What I Like About You" is way down the list of overall viewers among the top networks.
The best of the scripted programs is CBS' "King of Queens," which pulled in over 2,000 product placements and came in at fifth place. Another low-rated comedy, UPN's "Eve," came in at ninth place.
"What I Like About You" has a big benefactor in Procter & Gamble, which is TV's biggest advertiser. P&G's products that made appearances on the show include Clairol Herbal Essence,
Swiffer dust mops, and Pringle potato chips.
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In other advertiser-related news, Nielsen Monitor Plus says advertising grew 4.5 percent for the first three months of this year compared to
the same period a year ago. Internet media led the way with 19.4 percent gain; Spanish-language TV was next with 16.7 percent improvement. Cable television was next, with an 11.9 percent hike.
Network television lost ground by 2.5 percent for the period. Much of this was because of poor comparisons to 2004, when the Summer Olympics on NBC drew much more advertising dollars.
Spot TV witnessed a gain of 2.6 percent for the top 100 market stations. Smaller market stations eked out a 1.6 percent gain.
Top 10 Programs: Product Placement Jan - Sept 2005 |
| Network | Occurrences |
The Contender | NBC | 7,514 |
American Idol | FOX
| 3,497 |
What I Like About You | WB | 2,544 |
Extreme Makeover Home Edition | ABC WB | 2,480 |
King Of Queens
| CBS | 2,139 |
The Apprentice | NBC | 1,996
|
Amazing Race | CBS | 1,898 |
Rock Star INXS | CBS
| 1,834 |
EVE | UPN | 1,692 |
The Road To
Stardom | UPN | 1,650 |
Total | | 27,244 |
Source: Place*Views, Nielsen Product Placement service.
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