The Apprentice Spearheads Internet Innovation
NEW YORK -- The New York-based NBC show 'The Apprentice' has become an innovator in combining in-show placement of products with Internet calls to action.
With more and more consumers skipping commercials because of TiVo and other digital video recorders, reality-television programs have provided marketers with a critical new-generation of product placement.
Hitwise, an online competitive intelligence service, analyzed traffic to the brand Web sites of sponsors of 'The Apprentice' for the current season.
It found after the Feb. 10 episode, featuring Dove Body Wash, the market share of Internet visits to Dove.com increased 1,512 percent for the week ended Feb. 12, 2005 versus the prior week.
'As reality TV product placement increases, advertisers should leverage the interactivity of the Web by employing this new type of cross-media advertising and promotion,' said Bill Tancer, vice president of research at Hitwise.
With more and more consumers skipping commercials because of TiVo and other digital video recorders, reality-television programs have provided marketers with a critical new-generation of product placement.
Hitwise, an online competitive intelligence service, analyzed traffic to the brand Web sites of sponsors of 'The Apprentice' for the current season.
It found after the Feb. 10 episode, featuring Dove Body Wash, the market share of Internet visits to Dove.com increased 1,512 percent for the week ended Feb. 12, 2005 versus the prior week.
'As reality TV product placement increases, advertisers should leverage the interactivity of the Web by employing this new type of cross-media advertising and promotion,' said Bill Tancer, vice president of research at Hitwise.
posted by DC at 10:06 AM
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