Most effective product placements in 2008

Rank Brand Ad Description Program (Network) Index
1 CVS Pharmacy Company pays bills and provides supplies to families Extreme Makeover: Home Edition (ABC, 3/16 – 11/9/08) 299
2 TRESemme Company provides prize to winner; sponsor of hair salon Project Runway (Bravo, 1/2 – 10/20/08) 256
3 El Pollo Loco Jeff and team eat lunch from fast-food restaurant Flipping Out (Bravo, 6/24 – 8/12/08) 254
4 Bluefly.com Winner can sell line through online retailer; sponsor of accessories wall Project Runway (Bravo, 1/2 – 10/20/08) 254
5 Sears Retailer provides tools, appliances and supplies for homes Extreme Makeover: Home Edition (ABC, 1/6 – 11/30/08) 253
6 Glad Company provides prize to winner; products are used during challenges Top Chef (Bravo, 3/12 – 11/28/08) 251
7 Whole Foods Market Contestants shop for ingredients to use in challenges Top Chef (Bravo, 3/12 – 11/28/08) 248
8 Food & Wine Magazine Winner will be featured in magazine and showcase food at festival Top Chef (Bravo, 3/12 – 11/28/08) 245
9 GQ Magazine Winning model will receive a fashion pictorial in men’s magazine Make Me a Supermodel (Bravo, 1/10 – 4/3/08) 244
10 Hugo Boss Patti’s clients shop with style expert at clothing store The Millionaire Matchmaker (Bravo, 2/12 – 4/7/08) 241
Source: Nielsen

Top TV shows with product placement activity

Rank Program Network Total # of
Occurrences
1 BIGGEST LOSER NBC 6248
2 AMERICAN IDOL FOX 4636
3 EXTREME MAKEOVER HOME EDITION ABC 3371
4 AMERICAS TOUGHEST JOBS NBC 2807
5 ONE TREE HILL CW 2575
6 DEAL OR NO DEAL NBC 2292
7 AMERICAS NEXT TOP MODEL CW 2241
8 LAST COMIC STANDING NBC 1993
9 KITCHEN NIGHTMARES FOX 1853
10 HELLS KITCHEN FOX 1807
Source: Nielsen

Spending by largest ad categories in Q1-Q3 2008

Product Category Q1-Q3 2007 Q1-Q3 2008 Growth
Automotive
(Factory & Dealer Assoc.)
8,505.2 7,857.5 -8%
Pharmaceutical 3,855.3 3,682.1 -4%
Auto Dealerships – Local 3,422.9 3,327.1 -3%
Quick Service Restaurant 2,929.6 3,258.1 11%
Motion Picture 2,665.8 2,683.2 1%
Wireless Telephone Services 2,663.7 2,675.8 0%
Department Store 2,432.4 2,615.7 8%
Direct Response Product 1,657.6 2,110.4 27%
Restaurant 1,225.1 1,334.6 9%
Furniture Stores 1,189.2 1,186.7 0%
Top 10 Product Categories 30,546.9 30,731.3 1%
Source: Nielsen

Internet ad spending by top companies for Q1-Q3 2008

Parent Company Q1-Q3 2007 Q1-Q3 2008 Growth
Procter & Gamble Co. 2,526.0 2,342.3 -7%
General Motors Corp. 1,730.4 1,659.6 -4%
AT&T Inc. 1,351.1 1,317.6 -2%
Verizon Communications Inc. 1,018.8 1,125.6 10%
Toyota Motor Corp. 1,246.8 1,194.1 -4%
Ford Motor Co. 1,452.0 1,112.9 -23%
Johnson & Johnson 1,005.2 1,059.1 5%
Time Warner Inc. 983.9 878.2 -11%
General Electric Co. 680.3 807.9 19%
PepsiCo Inc. 749.5 730.5 -3%
Total Top 10 12,743.8 12,227.8 -4%
Source: Nielsen

SMS advertising response rates

  Received SMS Ads, 000 % Responded to SMS Advert
  Aug-07 Aug-08 % Change Aug-07 Aug-08 Point Change
Downloads for mobile phone 40,792 35,915 -12.0% 4.4% 3.9% -0.6
News or information 25,929 22,122 -14.7% 2.8% 3.2% 0.4
Mobile phone or plan 32,222 31,574 -2.0% 4.6% 4.7% 0.1
Entertainment 12,644 11,230 -11.2% 4.3% 5.1% 0.7
Total Mobile + Media Sectors 111,587 100,841 -9.6% 4.1% 4.1% 0
Clothing/Fashion 3,982 5,503 38.2% 5.8% 6.4% 0.6
Restaurants 1,037 1,424 37.3% 11.6% 15.5% 3.9
Cars 4,407 3,731 -15.4% 11.2% 7.9% -3.3
Food 1,413 2,162 53.0% 9.2% 12.6% 3.4
Financial services 8,963 9,956 11.1% 3.7% 4.7% 1.0
Consumer electronics 3,957 4,647 17.4% 6.3% 6.7% 0.4
Travel 5,779 6,602 14.2% 4.9% 5.8% 0.9
Total Non-Mobile or Media Sectors 29,539 34,024 15.2% 6.2% 6.8% 0.5
Source: comScore

79% of Internet users have clicked on an ad

More than half of US consumers with Internet access use social networking services, and penetration will continue to grow. Consumers are also spending ever-greater amounts of time on SNS, a fact that has advertisers drooling over the opportunity represented by SNS. IDC found that consumers who use SNS also tend to visit the services often and spend a lot of time per visit. More than three quarters of SNS users visit at least once a week, and no less than 57% visit at least once a day. During each session, 61% of SNS users spend at least 30 minutes on the respective site or stay logged in permanently, and 38% spend at least one full hour per session (or stay logged in). There are four major reasons why consumers use SNS: to connect and communicate; in response to peer-pressure; for entertainment; and for work-related purposes. Advertising does not factor into consumer motivations. In fact, users are less tolerant of SNA advertising than the best tolerated forms of online advertising. Ads on SNS have lower click-through rates than traditional online ads (on the Web at large, 79% of all users clicked on at least one ad in the past year, whereas only 57% of SNS users did), and they also lead to fewer purchases (Web: 23%; SNS 11%).

Top 50 US ad carriers in October 2008

Rank Property Audience, 000 Reach
1 Platform-A 173,713 91%
2 Yahoo! Network 164,080 86%
3 Google Ad Network 158,928 83%
4 ValueClick Networks 155,356 82%
5 Specific Media 150,176 79%
6 Tribal Fusion 144,354 76%
7 Yahoo! 143,089 75%
8 Traffic Marketplace 140,302 74%
9 Google 138,767 73%
10 24/7 Real Media 135,528 71%
11 Tremor Media – Potential Reach 135,222 71%
12 Casale Media – MediaNet 135,054 71%
13 Adconion Media Group 130,650 69%
14 YuMe Video Network 130,247 68%
15 interCLICK 129,477 68%
16 Revenue Science 127,186 67%
17 DRIVEpm 123,594 65%
18 Turn, Inc 117,016 61%
19 CPX Interactive 116,817 61%
20 Collective Media 113,336 59%
21 ADSDAQ by ContextWeb 113,320 59%
22 AOL Media Network 111,259 58%
23 MSN-Windows Live 110,615 58%
24 Burst Media 105,962 56%
25 AdBrite 90,165 47%
26 YOUTUBE.COM 80,877 42%
27 Centro – Potential Reach 80,225 42%
28 MYSPACE.COM* 76,257 40%
29 Vibrant Media 76,000 40%
30 NNN Total Newspapers: U.S. 74,797 39%
31 Undertone Networks 74,641 39%
32 Ask Network 70,449 37%
33 Gorilla Nation Media 68,483 36%
34 Kontera 64,468 34%
35 IAC Ad Solutions 64,422 34%
36 Pulse 360 60,430 32%
37 MSN.COM Home Page 57,617 30%
38 Ybrant – Oridian – ADdynamix 56,291 30%
39 EBAY.COM 55,436 29%
40 IB Local Network 54,747 29%
41 NNN Top 25 52,482 28%
42 TattoMedia 51,659 27%
43 ITN Digital Networks 51,633 27%
44 AMAZON.COM 49,102 26%
45 Business.com Network 47,322 25%
46 Intergi – Potential Reach 46,861 25%
47 QuadrantONE 46,233 24%
48 MapQuest 46,049 24%
49 FACEBOOK.COM 45,954 24%
50 AdOn Network 44,095 23%
Source: comScore

Internet ads to genmerate $25.7 bln in the US in 2009

eMarketer estimates US advertisers will spend $25.7 bln on the Internet in 2009 – about $2.7 bln, or 10% less, than a forecast a quarter ago. The more sobering projections extend through 2012 when eMarketer envisions $37 bln being spent on US online ads. That figure represents a drop of $13 bln, or 26%, from the 2012 estimates that eMarketer drew up in August 2008.