Nielsen has issued a year-end look at the most popular trends among Americans during 2008, covering everything from the top TV programs to the most popular consumer packaged goods.
Procter & Gamble was the top advertiser, spending more than $2.3 billion on traditional media advertising in the U.S. through September 30. General Motors and AT&T rounded out the top three advertisers.
Among the year’s most-liked commercials, ads by the NFL, Budweiser, and Geico were most popular with American audiences.
Product placements by CVS (on “Extreme Makeover: Home Edition”), TRESemme (on “Project Runway”), and El Pollo Loco (on “Flipping Out”) were most popular with viewers.
NBC’s “Biggest Loser” featured the greatest number of product placements (6,248 occurrences) of any broadcast TV program, through November 30.
Top 10 Advertisers – U.S. Spending – Traditional Media
(US $)
Rank
Parent Company
Ad Dollars Spent
1
Procter & Gamble Co
$2,342,319,397
2
General Motors Corp
$1,441,747,399
3
AT&T Inc
$1,317,893,377
4
Verizon Communications Inc
$1,125,700,512
5
Johnson & Johnson
$1,059,109,138
6
Time Warner Inc
$878,355,332
7
Toyota Motor Corp
$819,377,026
8
General Electric Co
$807,869,688
9
Ford Motor Co
$742,708,529
10
Pepsico Inc
$730,503,931
Source: The Nielsen Company (January 1 – September 30, 2008).
Note: Data is based on spending estimates in the following media: Network TV, National Cable TV, Spot TV, Syndicated TV, Spanish-Language TV, Nat’l/Local Magazine, Network/Spot Radio, Outdoor, Coupons (CPGs only), Nat’l/Local Newspapers (display ads only), Nat’l/Local Sunday Supplements.
Top 10 Best-Liked TV Commercials
(Seconds) Index*
Rank
Brand
Ad Description
Likeability
1
NFL
Ephraim Salaam describes how Chester Pitts became an NFL player (:60)
216
2
Budweiser
Dalmatian trains Hank the Clydesdale for hitch team (:60)
208
3
Geico
Gecko on subway train with older man (:30)
192
4
AMP Energy
Dale Earnhardt Jr. knocks out a gorilla in different places (:30)
191
5
M&M’s
Pink peanut M&M is attacked by squirrels in park (:15)
186
6
Bridgestone
Squirrel and other forest animals scream as car approaches (:30)
185
7
Lowe’s
Jimmie Johnson fixes things, including school bus, using Kobalt tools (:30)
185
8
Slim Jim
Couple at wedding is attacked by man’s mini evil twin (:15)
181
9
Bud Light
Bud Light is brewed to give you the ability to breath fire (:30)
175
10
Macy’s
Celebrities read “Yes, Virginia, there is a Santa Claus” (:30)
170
Source: The Nielsen Company (January 1 – November 30, 2008).
*Note: Data includes primetime broadcast networks only. Only ads launching since January 1 were considered. Nielsen IAG’s panel includes viewers ages 13 and older.
Top 10 Most-Effective Product Placements (Brand Opinion)
Rank
Brand
Ad Description
Program / Network
Brand Opinion 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: The Nielsen Company (January 1 – November 30, 2008).
*Note: Data includes primetime broadcast and cable networks (A&E, Bravo, Discovery, ESPN, FX, Lifetime, NAN, TBS, TLC, TNT and USA). The placements delivered the greatest percentage of viewers who both recalled and cited an improved opinion of the integrated brand. Nielsen IAG’s panel includes viewers ages 13 and older.
Top 10 Broadcast Network TV Programs – Product Placement Activity
Product Placement Occurrences
Rank
Program
Network
Total # of
1
Biggest Loser
NBC
6,248
2
American Idol
FOX
4,636
3
Extreme Makeover Home Edition
ABC
3,371
4
America’s Toughest Jobs
NBC
2,807
5
One Tree Hill
CW
2,575
6
Deal Or No Deal
NBC
2,292
7
America’s Next Top Model
CW
2,241
8
Last Comic Standing
NBC
1,993
9
Kitchen Nightmares
FOX
1,853
10
Hells Kitchen
FOX
1,807
Source: The Nielsen Company (January 1 – November 30, 2008).
View the press release.
Relive the greatest hits of 2008 — stay tuned on Nielsen Wire for more Tops In 2008 coverage.
Look ahead to the new year with Nielsen Wire’s 2009 Industry Outlook series.
