Thursday

Can Your Brand Stay Up Late?

As most players in the product placement field continue to focus on prime time, morning shows and soaps for integration, some brands are choosing to stay-up late.

Yamaha musical instruments is the most-seen brand on the three late-night shows tracked by TNS Media Intelligence: CBS’s Late Show with David Letterman, NBC’s Tonight Show with Jay Leno and ABC’s Jimmy Kimmel Live. I guess it does pay to give musicians free gear.


Pontiac, Coors, Toyota and Nike sneakers are also omnipresent in the world of late night placements (Pontiac and Coors sponsor musical acts on Kimmel, and Toyota has done the same on Leno).

And lets not forget Letterman's Hello Deli which recevied more name mentions than the number 1 soft drink in the world.

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