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You can't Tivo away all Coca-Cola ads

Posted Mar 21st 2007 10:12AM by Tom BarlowTom Barlow RSS Feed
Filed under: Dell (DELL), Coca-Cola (KO), Marketing and advertising, AT and T (T), NIKE, Inc'B' (NKE)

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Think you've TIVOed yourself through all the ads on King of Queens? Think again. According to the Nielsen people, viewers of the show saw 1,954 paid product placements within the series in 2006. That Coke product in a character's hand during the intro? Advertising.

Not to pick on King of Queens, though: they weren't even the industry leaders. According to Nielsen's report on 2006 advertising, the top 10 shows that sold product placements were:
  1. American Idol: 4,086 placements
  2. Amazing Race: 2,790
  3. Extreme Makeover Home Edition: 2,787
  4. The Biggest Loser: 2,478
  5. America's next Top Model: 2,309
  6. King of Queens: 1,954
  7. Hell's Kitchen: 1,909
  8. The Apprentice: 1,831
  9. Rock Star Supernova: 1,609
  10. Big Brother 7: 1,591
Who is paying for these product placements?
  1. Coca-Cola (NYSE:KO) Soft Drinks: 3,355 occurrences
  2. Chef Revival Apparel: 1,592
  3. Nike (NYSE:NKE) Apparel: 1,307
  4. 24 Hour Fitness CTRS-CLUBS: 894
  5. Chicago Bears Football: 604
  6. Dell Computers (NASDAQ:DELL): 556
  7. Cingular Wireless (NYSE:T): 533
  8. Nike footwear: 497
  9. Starter Apparel: 496
  10. SLS Electronic Equip Speakers:489
Other interesting data from the report: overall, spending on ads was up 4.6%. Internet ad revenues were up a whopping 35%, while the top 100 TV markets were up 9.1%. Other leaders were Spanish language TV (up 8.1%) and outdoor advertising, also up 8.1%.

The biggest losers: local newspapers dropped 3.6%, network radio was down 2.4%, and smaller market television dropped 0.9%.

Unlike the market report I blogged last week, the Nielsen results include an estimate of ad revenues from search engine marketing.

The top categories of ad spending, according to this report:
  1. Auto industry: -$197 million from '05
  2. Pharmaceuticals: +$719 million from '05
  3. Local auto dealers: -$177 million
  4. Dept stores: +$166 million
  5. Fast food restaurants: +$203 million

Tags: 2006 advertising, 2006Advertising, DELL, KO, NKE, product placement advertising, T

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