Nielsen just announced that Biggest Loser has the second most product placements in primetime, second only to American Idol. It’s not likely to surprise the millions of loyal fans who watch NBC’s hit reality show, as it’s often bantered about amongst viewers.
Every Tuesday night the sarcasm on Twitter is thick. A scene will open, for instance, at the Biggest Loser Ranch with trainer Dolvett in the kitchen with a couple of contestants. As he starts to talk about the merits of keeping healthy snacks on hand to avoid temptations or keep energy high, the Tweets start rolling in with messages like “oh here it comes” and “what are they selling now?” And then, as expected as confetti at the finale, several flavors of Yoplait yogurt will appear on the counter. Spoons dip in, “yums!” are exchanged, and everyone skips out to the gym for a well-fueled workout.
It’s a scene that loyal Biggest Loser fans know well, and one that plays out at least once in every episode, going on 13 seasons. Most of them laugh it off, knowing that it’s just part of the deal. Some are offended and annoyed, but you probably couldn’t call them loyalists.
All of these product placements, or as those involved with the show call them “product integrations,” are what pay the bills. “Brand integrations, in general, help make TV more affordable to the networks,” David Norton, president of Ladder Up Media, told us today in an interview. “They keep your favorite shows on TV, including Biggest Loser.” He says the money the programs earn from such product placements allow them to do a lot more with the show because they don’t have to hassle with budget constraints. (more…)
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