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.”

The Quest ends its journey stronger than it began

Verlox from The Quest

A review of the finale of summer's best reality series, which wasn't always perfect but was thoroughly entertaining right down to the finish, which included phenomenal challenges and special effects. Will ABC give it a second season?

Plus: an interview with the actor who played Verlox and the ogre.


Shark Tank is getting a spin-off

Shark Tank

Companies that get deals on the show will be followed for this new spin-off.

Also: Before the show began, Shark Barbara Corcoran was cast and then replaced--but then she sent this amazing e-mail and won the job.

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.