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CVS Wins Brand Integration Crown

Mediaweek , Tuesday, January 9, 2007 11:45 AM

The most successful brand integration in a TV show last year--the one that generated the greatest positive shift in consumer opinion--was by CVS. The drugstore chain provided free post-surgery medication to a patient on the ABC reality show "Miracle Workers" and, according to data from by IAG Research, delivered the greatest percentage of viewers who both recalled the brand and cited a positive shift in their opinion of it.

It hit a 330 Brand Opinion Index among viewers 13 years or older, compared to an average 100. CVS topped a GMC effort on Bravo's "Queer Eye for the Straight Guy," when the makeover kings drove a General Motors SUV during all the episodes for a 325 on the Brand Opinion Index.

Third place went to Sears on ABC's "Extreme Makeover: Home Edition." The retailer provided all the tools, furniture, clothing, appliances and supplies for each house being remodeled and grabbed a 305 on the Brand Opinion Index.

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