The most effective product integrations last year in terms of brand recall and improved brand opinion were the Pontiac Solstice in NBC's The Apprentice, KB Home in ABC's Extreme Makeover: Home Edition -- How'd They Do That? and Tide in NBC's The Apprentice: Martha Stewart, according to TV advertising research firm IAG Research. Scoring 318 on IAG's brand opinion index, Pontiac's integration -- in which Apprentice contestants designed marketing brochures for the Solstice -- was more than three times more effective than the average integration, which scores 100. KB Home tallied 310 on the IAG brand opinion index for building a family home and providing free landscaping for neighbors on How'd They Do That? And Tide scored 271 for its role in The Apprentice: Martha Stewart in which contestants designed live-action mobile billboards for Tide to Go. The other integrations in the top five for 2005 were Crest Whitestrips in Bravo's Queer Eye for the Straight Guy and Adidas apparel in UPN's The Road to Stardom With Missy Elliott.
- 2/14/2006
- The Hollywood Reporter - Movie News
IMDb.com, Inc. takes no responsibility for the content or accuracy of the above news articles, Tweets, or blog posts. This content is published for the entertainment of our users only. The news articles, Tweets, and blog posts do not represent IMDb's opinions nor can we guarantee that the reporting therein is completely factual. Please visit the source responsible for the item in question to report any concerns you may have regarding content or accuracy.