Tyson's 'Makeover' integration top placement

December 26, 2007 Los Angeles last season were the most effective product integrations on television in 2007 based on their positive impact on brand opinion, according to IAG Research. With a brand-opinion index of 394, the Tyson placement -- in which the company provided a year's supply of meat to a family and donated 20,000 pounds of meat to their community -- improved viewer opinion of the brand nearly four times more than the average product placement, which scores 100. When "Apprentice" contestants were challenged to harvest, bottle and sell Sue Bee Honey in a supermarket in February, the integration improved viewer opinion of the brand with a score of 368.

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