March 18th, 2011

ABC's "Castle" delivered the product placement with the highest brand recall on dramas and sitcoms

Advertising Age

ABC’s “Castle” delivered the product placement with the highest brand recall on dramas and sitcoms last month, according to new data from Nielsen. Apparently it helps for the title character to explain that the product, a Ferrari, is a high-performance vehicle.

Actually viewers saw, and remembered, something similar in a February episode of “Bones” on Fox, in which Dr. Temperance “Bones” Brennan told her partner about her Toyota’s adaptive cruise control. That was good for the No. 6 spot on Nielsen’s list of product integrations with the highest brand recall. Marketers just need to keep in mind that the most intrusive brand integrations also run the risk of alienating viewers.

Read more: http://adage.com/article/mediaworks/make-memorable-product-placements-talk/149418/

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