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Top Product-Placement Scorers in June: Sears, Camaro

The Sears Department Store placement on ABC’s “Extreme Makeover Home Edition” had the top product placement score on broadcast network television in June 2007, The Nielsen Company reported as it launched a metric based on both brand recognition and positive feeling.

According to Nielsen’s Place*Views product-placement measurement service, 58.1% of “Extreme Makeover Home Edition” audience members not only recognized the presence of the Sears store brand during the program but also came away with a positive feeling for the brand as a result of that exposure.

Among the cable network television programs being monitored, TLC’s “Rides” had the top product placement with a 63.0% audience recognition and positive feeling score for the Chevrolet Camaro brand.

Nielsen’s Place*Views now provides scores on the impact that product placements have on television audiences, by episode and by brand. These scores may be used in conjunction with audience ratings to estimate not just the size of an audience during a product placement but also the “quality” of that placement, Nielsen said.

Additional Place*Views analysis findings for June ‘07:

• ABC’s “Fast Cars & Superstars” had the top recognition and positive feeling score (35.5%) in the telephone product category with the Alltel brand.
• Chevrolet Camaro was not the only auto product placement to score high during that period: MTV’s “Pimp My Ride” came in a close second at 58.2% for the Honda brand.
• Bravo’s “Kathy Griffin My Life on the D List” had the top score (25.0%) for the computer category with the Gateway brand.
• NBC’s “The Office” had the top scoring product placement in the restaurant category with the Hooters brand at 41.3%.

Examining scores alongside ratings data can unveil further insights regarding possible tradeoffs between audience size and the “quality” of that placement, Nielsen said.

For instance, CT Homes Realty on A&E’s “Flip This House” scored low compared with TLC’s Camaro integration (42.6% vs. 63.0% - or approximately one-third lower), but the show delivered a larger audience for the brand (0.6% vs. 0.4% - or one-third higher).