More and more, products are becoming part of the plot. The number of scripted brands integrations--in which a character chats up a specific product or brand on a television show, rose 10% in 2006 to
nearly 5,000 occurrences, according to Nielsen.
For Home Depot, getting spots in several sitcoms, such as "The New Adventures of Old Christine" and "Girlfriends" this season,
represents a chance to reach new consumer groups. It's looking to boost its exposure with female consumers, says Roger Adams, the company's senior vice president and CMO. It landed on "Girlfriends"
after working with a consultant to boost market share among black consumers. "The show is very popular with African-Americans; plus, it's all about empowered women," says Adams.
The
move toward scripted placements has created a cottage industry in Hollywood, where dozens of companies have sprung up to match TV advertisers with networks and producers. There's no standard
arrangement for the deals. Networks may agree to throw in some mentions as part of the overall advertising buy, or companies may pay specifically for the placement.
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