instead of advertising, company “saw more value in getting their products on the show.”

Just as other companies provide products to be placed on the show, Owens Corning provides “its signature pink insulation along with roofing shingles, vinyl siding and manufactured stone” to Extreme Makeover: Home Edition, according to the AP. What’s interesting is that this is a smaller company (compared to the show’s sponsor Sears), and it “looked into buying a 30-second commercial spot for an estimated $300,000 but saw more value in getting their products on the show,” according to its marketing director. The AP reports that Owens Corning “negotiated a multiple-show deal with ‘Extreme Makeover: Home Edition’ that includes perks such as providing hosts with talking points about their products, said the company’s marketing director, Lynne Hartzell.” They wouldn’t reveal costs, but the company’s CEO Dave Brown says, “It really jumps out at us even if we see it for two seconds.”

The AP looks at other home improvement show product placement, and finds that some shows are still trying to maintain their integrity: “Home & Garden Television doesn’t accept any paid product placement or mention specific products. … ‘This Old House’ doesn’t allow on-air endorsements, but suppliers still are willing to donate their goods.”

Advertisers home in on home shows [AP]