尼尔森（Nielsen）年终发布了2008年美国人最喜爱的流行趋势，涵盖了从最受欢迎的电视节目到最受欢迎的包装消费品等各个方面。
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
| 等级 | 母公司 | Ad Dollars Spent (US $) |
|---|---|---|
| 1 | 宝洁公司 | $2,342,319,397 |
| 2 | General Motors Corp | $1,441,747,399 |
| 3 | 美国电话电报公司 | $1,317,893,377 |
| 4 | Verizon 通信公司 | $1,125,700,512 |
| 5 | Johnson & Johnson | $1,059,109,138 |
| 6 | Time Warner Inc | $878,355,332 |
| 7 | 丰田汽车公司 | $819,377,026 |
| 8 | General Electric Co | $807,869,688 |
| 9 | 福特汽车公司 | $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
| 等级 | 品牌 | 广告说明 (Seconds) | 喜欢 Index* |
|---|---|---|---|
| 1 | NFL | Ephraim Salaam describes how Chester Pitts became an NFL player (:60) | 216 |
| 2 | 百威啤酒 | 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 | 普利司通 | Squirrel and other forest animals scream as car approaches (:30) | 185 |
| 7 | 劳氏 | 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 | 百威淡啤 | 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)
| 等级 | 品牌 | 广告说明 | 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
| 等级 | 计划 | 网络 | Total # of Product Placement Occurrences |
|---|---|---|---|
| 1 | Biggest Loser | 美国全国广播公司 | 6,248 |
| 2 | American Idol | 福克斯 | 4,636 |
| 3 | Extreme Makeover Home Edition | 美国广播公司 | 3,371 |
| 4 | America’s Toughest Jobs | 美国全国广播公司 | 2,807 |
| 5 | One Tree Hill | CW | 2,575 |
| 6 | Deal Or No Deal | 美国全国广播公司 | 2,292 |
| 7 | America’s Next Top Model | CW | 2,241 |
| 8 | Last Comic Standing | 美国全国广播公司 | 1,993 |
| 9 | Kitchen Nightmares | 福克斯 | 1,853 |
| 10 | Hells Kitchen | 福克斯 | 1,807 |
| Source: The Nielsen Company (January 1 – November 30, 2008). |
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