ABC Most Effective in Placing Products

In terms of generating positive brand opinion, it has been determined that ABC has integrated product placement most effectively in its programming. The data, produced by IAG Research, was presented in an article posted on MediaBuyerPlanner.com, a source of information and news events for people working in various media platforms. In the article, IAG names the 5 most effective product placements of 2006. Of the top 5, two of them were programs broadcast on ABC, with the number one most effective placement being ABC’s “Miracle Workers.” “Miracle Workers” was a reality show broadcast following patients undergoing major surgeries. According to IAG, CVS Pharmacy’s coverage of medication costs in the program generated the most positive audience reaction out of any other program last year.

Number two on the list was “ABC’s Extreme Makeover: Home Edition,” another reality show in which a team of builders and designers completely renovates a home for a family in need. By providing necessary items for the makeover, from furniture to appliances, Sears generated high audience perceptions for the program. Numbers three, four, and five on the list, respectively, were GM automobiles in “Queer Eye for the Straight Guy” on Bravo, 7-Eleven convenience stores in NBC’s “The Apprentice,” and Saturn automobiles in Bravo’s “Project Runway.”

What’s interesting to note is that each of the top 5 winners are reality shows. This may be something that advertisers and media planners should keep in mind when planning their next investment. However, positive audience response and brand opinion are only one way in measuring the effectiveness of product placement. Others can include increased sales associated with product placement, or brand recognition. Still others argue over the definition of product placement. Some might argue that the “product placement” in the top 2 ABC spots are more sponsorships. With that said, I’ll be staying on the lookout for other “Most Effective Product Placement” lists for 2006.