• by Wayne Friedman , December 31, 2007

Product placement had a mixed year. Among broadcast networks' top product-placement shows, occurrences grew 15% in the first nine months of 2007, while cable top shows dropped 15%.

"American Idol" again was the top network show, with 4,349 occurrences. Coca-Cola, a prominent media and product integration sponsor on the show, got the bulk of those appearances--3,111 occurrences, according to Place*Views, a Nielsen Product Placement Service.

The top 10 shows on network in terms of product placement were all reality shows, amounting to 22,046 occurrences.

ABC's reality special "Fast Cars and Superstars" was the second-biggest product-placement show. ABC's "Extreme Makeover: Home Edition" was next, then CW's "America's Next Top Model," CW's "Pussycat Dolls Present: The Search for the Next Doll," CBS' "Amazing Race: All Stars," NBC's "Deal or No Deal," Fox's "Hell's Kitchen," CW's "Beauty and the Geek" and Fox's "So You Think You Can Dance?"

However, cable networks witnessed a 15% drop to 136,078 occurrences.

The top cable product-placement show was TLC's "American Chopper," which had 41,657 occurrences. A&E's "Dog The Bounty Hunter" was next--less than half that amount at 19,179.

Two other TLC shows were next: "American Hot Rod" and "Overhaulin'." Bravo's "Top Chef" was in fifth place. After that: TLC's "Flip This House," A&E's "Driving Force," MTV's "My Super Sweep 16" and MTV's "Run's House."

Cable's top brand came from "American Chopper"-Orange County Choppers Apparel. Other motorcycle-inspired products were in the second and third positions, Oakley Sunglasses and Orange County Choppers Motorcycles.