According to data from Nielsen IAG, a McDonald’s tie-in featured during CBS’s “The Amazing Race” was the most recalled product placements during the four weeks between October 20 and November 16, 2008. The reality show featured four of the top 10 placements during that time period.
Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.
|Rank||Brand||In-Program Placement Description||Program Airing Info||Recall Index|
|1||McDonald’s||Pedicab driver points out restaurant to Christy and Kelly as they race to next location||The Amazing Race 13 (CBS, Nov. 9)||175|
|2||Travelocity||Nick and Star win a trip to Hawaii from online travel service for arriving in first place||The Amazing Race 13 (CBS, Nov. 9)||172|
|3||Travelocity||Ken and Tina review information from online travel service about the trip they won to Rio de Janeiro||The Amazing Race 13 (CBS, Oct. 26)||169|
|4||Travelocity||Nick and Star win a trip to St. John from online travel service for arriving in first place||The Amazing Race 13 (CBS, Oct. 26)||157|
|5||Sears||Paul and Eduardo visit department store to purchase camping supplies||Extreme Makeover: Home Edition (ABC, Oct. 26)||148|
|6||Ziploc||Cynthia Sass tells Michelle to use plastic bags to wrap up pre-portioned amounts of treats||The Biggest Loser: Families (NBC, Nov. 11)||135|
|7||CVS Pharmacy||Company donates elevator to family and helps renovate coffee shop that will employ people with disabilities||Extreme Makeover: Home Edition (ABC, Nov. 9)||134|
|8||24 Hour Fitness||Branded signs are visible inside the gym itself throughout the episode||The Biggest Loser: Families (NBC, Oct. 28)||133|
|9||Macy’s||Department store is sponsor of the “Stars of Dance” segment||Dancing with the Stars (ABC, Nov. 5)||133|
|10||Brita||Branded sign is visible in the kitchen when Heba talks to Phillip||The Biggest Loser: Families (NBC, Oct. 28)||133|
|Source: Nielsen IAG In-Program Performance Data (www.nielseniag.com)
The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in Reality programs on the broadcast networks during the Oct. 20 to Nov. 16 period. The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/product of an In-Program placement they were exposed to during the normal course of viewing Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the time period (Recall Index). 100 equals average.
Note: For this analysis, only first-run episodes were considered. Both planned and incidental exposures were included.