IAG Announces Top Brand Integrations for 2006

Monitor this Company

NEW YORK, Jan. 5 // -- IAG Research, the TV ad effectiveness ratings company announced today the top brand integrations for 2006. The data is placed into key categories that advertisers look for, including: overall top placements, whether the placement was in a single or multiple episodes, and if there is a commercial for the brand appeared adjacent to the integration. The list is unique in that it looks at brand integrations that generated the greatest shift in positive brand opinion, that is, viewers who recalled the brand and cited a positive shift in their opinion of the brand after seeing the integration. IAG measures viewer response each day to every TV program, every ad and product placement on more than 20 measured networks.

    IAG Top In-Program Placements (Integrations that Generated the Greatest Positive Shift in Brand Opinion) January 1 - December 31, 2006

     In-Program Brand

     Placement Integration Airing Opinion

    Rank Brand Description Type Info Index

     1 CVS/ Pharmacy provides Includes Ad; Miracle 330

     Pharmacy financial gift to Multiple Workers

     cover patients' Episodes (ABC, 3.6 -

     post surgery 3.27.06)

     medications

     2 GMC The "Fab Five" No Ad; Queer Eye 325

     drive SUV Multiple (Bravo,

     throughout Episodes 1.3 -

     episodes, including 9.19.06)

     while traveling to

     participant's homes

     and various stores

     3 Sears Retailer provides Includes Ad; Extreme 304

     tools, furniture, Multiple Makeover:

     clothes, appliances Episodes Home Edition

     and supplies for (ABC, 1.8 -

     house that is 11.26.06)

     being remodeled

     4 7-Eleven Teams are tasked No Ad; The 294

     with promoting Single Apprentice

     the new "P'EatZZa" Episode (NBC,

     sandwich 4.10.06)

     5 Saturn Heidi Klum Includes Ad; Project 292

     announces that Multiple Runway

     winning designer Episodes (Bravo,

     will receive a 1.4 -

     2007 Saturn Sky 10.18.06)

     Roadster; Tim Gunn

     drives vehicle while

     visiting contestants

    Methodology: Above lists include top-ranking 2006 in-program brand integrations based on IAG's measure of Brand Opinion (Top 2 Box). These integrations delivered the greatest percentage of viewers who both recalled the brand and cited a positive shift in opinion of the brand. Brand integrations are indexed against the norm to derive the Brand Opinion Index. 100 equals average. Note: Among viewers ages 13+. Repeat airings excluded from analysis. Limited to integrations with at least n=200 sample.

    With Ad Adjacency, Single Episode Integration:

     Brand

     Airing Opinion

    Rank Brand In-Program Placement Description Info Index

     1 Pantene Contestants participate in photo America's 298

     Pro-V shoot for Pantene; stylists use Next Top

     various Pantene hair products on Model (UPN,

     contestants prior to photo shoot 4.19.06)

     2 Nissan Contestants drive Nissan Versa Star 250

     while traveling to audition; Logo Tomorrow

     appears behind contestants on (NBC,

     stage as they audition; Host 7.31.06)

     announces an at-home viewer

     contest to win vehicle

    3 Apple Gabe Wozniak gets into Wilson's House 226

     iPod car and holds up music player (FOX,

     11.14.06)

    With Ad Adjacency, Multiple Episodes Integration:

     Brand

     Airing Opinion

    Rank Brand In-Program Placement Description Info Index

     1 CVS/ Pharmacy provides financial gift Miracle 266

     Pharmacy to cover patients' post-surgery Workers

     medications (ABC,

     3.6 -

     3.27.06)

     2 Sears Retailer provides tools, Extreme 245

     furniture, clothes, appliances Makeover:

     and supplies for house that is Home

     being remodeled Edition

     (ABC, 1.8 -

     11.26.06)

     3 Saturn Heidi Klum announces that winning Project 236

     designer will receive a 2007 Runway

     Saturn Sky Roadster; Tim Gunn (Bravo,

     drives vehicle while visiting 1.4 -

     with contestants 10.18.06)

    Without Ad Adjacency, Single Episode Integration:

     Brand

     Airing Opinion

    Rank Brand In-Program Placement Description Info Index

     1 7-Eleven Teams are tasked with promoting The 332

     the new "P'EatZZa" sandwich Apprentice

     (NBC,

     4.10.06)

     2 Norwegian Teams are tasked with creating The 288

     Cruise commercials for cruise line Apprentice

     Line (NBC,

     3.27.06)

     3 Pontiac Pontiac Solstice is awarded to Big 267

     winner of "Head of Household" Brother 7:

     challenge; car is suspended above All-Stars

     ground during challenge (CBS, 9.7.06)

    Without Ad Adjacency, Multiple Episodes Integration:

     Brand

     Airing Opinion

    Rank Brand In-Program Placement Description Info Index

     1 GMC The "Fab Five" drive SUV Queer Eye 313

     throughout episodes, including (Bravo,

     while traveling to participant's 1.3 -

     homes and various stores 9.19.06)

     2 Sony Hosts, Stacy and Clinton, view What Not 279

     footage of contestants on to Wear

     portable Sony video player (TLC, 1.6 -

     8.4.06)

     3 TRESemme Provides $100,000 for winning Project 263

     designer to start own fashion Runway

     line; Sponsor of hair salon (Bravo,

     where models are styled before 1.4 -

     runway show; Logo visible on 10.18.06)

     walls; Title sponsor of challenge

     where winning design will appear

     in TRESemme ad

    Methodology: Above lists include top-ranking 2006 in-program brand integrations based on IAG's measure of Brand Opinion (Top 2 Box). These integrations delivered the greatest percentage of viewers who both recalled the brand and cited a positive shift in opinion of the brand. Brand integrations are indexed against the norm within a given category (Ad or No Ad present; Single or multiple episode integration) to derive the Brand Opinion Index. 100 equals average. Note: Among viewers ages 13+. Repeat airings excluded from analysis. Limited to integrations with at least n=200 sample.

    Note: IAG monitors in-program integrations during original Primetime Entertainment programming on the following networks: ABC, CBS, FOX, NBC, CW, UPN, WB, Bravo, Discovery, ESPN, FX, Lifetime, NAN, TBS, TLC, TNT and USA.

    About IAG Research

    IAG Research measures the effectiveness of television advertising, product placement as well as viewer engagement with TV. IAG Research's suite of measurement products are used by such industry leaders as American Express, Toyota, General Motors, Procter & Gamble, Verizon Wireless, Johnson & Johnson, Home Depot, VISA, Merck & Co., Paramount Pictures and major networks such as CBS, NBC, FOX, ESPN, and TNT/TBS.

    For more information, please visit http://www.iagr.net.
Monitor this Company :
You will receive an email alert whenever there is a news item concerning this company.
Name Your Company
Email Address Position/Role


2001 - 2016 Lexdon Business Library
About TrustBase
Privacy Policy