You can't Tivo away all Coca-Cola ads

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

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:

American Idol: 4,086 placements
Amazing Race: 2,790
Extreme Makeover Home Edition: 2,787
The Biggest Loser: 2,478
America's next Top Model: 2,309
King of Queens: 1,954
Hell's Kitchen: 1,909
The Apprentice: 1,831
Rock Star Supernova: 1,609
Big Brother 7: 1,591

Who is paying for these product placements?

Coca-Cola (NYSE:KO) Soft Drinks: 3,355 occurrences
Chef Revival Apparel: 1,592
Nike (NYSE:NKE) Apparel: 1,307
24 Hour Fitness CTRS-CLUBS: 894
Chicago Bears Football: 604
Dell Computers (NASDAQ:DELL): 556
Cingular Wireless (NYSE:T): 533
Nike footwear: 497
Starter Apparel: 496
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:

Auto industry: -$197 million from '05
Pharmaceuticals: +$719 million from '05
Local auto dealers: -$177 million
Dept stores: +$166 million
Fast food restaurants: +$203 million

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

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Reader Comments (Page 1 of 1)

3-21-2007 @ 9:57PM

Glenda said...

though i have only been in this blog for the first time in my life, i have been intriged. Nice pic's too. Sincerly, some people, such as yourself, realy give thought to the world around us. Its refreshing.

Thanks

Glenda