Apprentice still gets $1-2 million for product placement despite 41 percent slip in 18-49

Despite slipping ratings, The Apprentice “can still command $1 million to $2 million from advertisers for integration,” Advertising Age reports.

The show “has lost 41% of its 18-to-49-year-old audience compared to” the third season, which aired last spring. And the show has lost revenue: $87 million were spent on ads last season, while $190 million was spent advertising on The Apprentice 2, the series’ all-time high.

Despite those declines, the series “still works for marketers and can still command $1 million to $2 million from advertisers for integration into contest, a branded-entertainment executive who has worked closely with the program” told Ad Age.

Naturally, Donald Trump is defensive; he’s stopped calling the show the “number one show,” instead saying that it “continues to be a top show. You can’t be No. 1 in that world forever and frankly I think that it continues to be a very successful show. We have more sponsors than we have shows by a factor of five.”

And Mark Burnett said that he’s still better at whoring advertisers products than any other producer. The Apprentice is “the gold standard of product integration,” he told Advertising Age, and the show “continues to appeal to the craved-after upscale audience.”

Trump’s ‘Apprentice’ Is Losing Its Magic [Advertising Age]