Yahoo’s Apprentice product placement “scored large … audience response rates.”

Yahoo’s Apprentice product placement “scored large … audience response rates.”
Yahoo’s product placement on The Apprentice has been a solid success, although we don’t know how much it’s cost Yahoo. As AdAge reports, “In last year’s Apprentice campaign Yahoo scored large and previously unreported audience response rates with product placements tied to two of its own advertisers as well as its Local Search service.” After the ice cream challenge during the second season, viewers were told to go search Yahoo, and “Within three hours of the end of the show, the term ‘Apprentice Ice Cream’ was the third-most-searched term on Yahoo that day. By 5 o’clock the next afternoon, the ice cream was sold out,” Yahoo VP Jim Moloshok says. And the results kept coming; after the Levis challenge, “[f]our days after that episode ran, viewers were still searching Yahoo avidly for ‘Apprentice Jeans’ to get a copy of the catalog. And ‘Apprentice Jeans’ was still ranked No. 1 among Yahoo Web searches,” AdAge reports. Using secret tracking devices, Yahoo discovered that “The core demographic for the ice cream was 21 to 34 years old. For the jeans, it was 35 to 44.” Yahoo expects the same kind of returns with the Yahoo! Local placement that aired last week; its VP says, “If you can complete the loop, product placements like Mark Burnett is doing are one of the most effective ways to get people engaged with a product.”

Survivor San Juan Del Sur's dark cloud is lifted

John Rocker

In its third episode, Survivor San Juan Del Sur improved significantly as John Rocker faced off against an Amazing Race villain. But the Exile Island reward challenge remains a drag on the series.


Why Dick Donato left Big Brother 13

Dick Donato

The Big Brother villain known as "Evel Dick" has finally revealed why he left the show during its 13th season: he learned he was HIV positive.

Also: Dick claims he had no choice but to leave the game.

about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.