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.”
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