From the article:
"Now the floodgates are open, as advertisers see the benefits and programmers look to reaffirm the value of TV exposure as advance ad sales decline. But networks say they're being cautious about stuffing too many products throughout prime time.
Marketers spent $941 million on TV product placements last year, up 70% from 2004, and $350 million of that total was devoted to sitcoms and dramas, says PQ Media, a Connecticut research firm.
"This is all still in its infancy," says ABC senior vice president Dan Longest. "We're seeing a ravenous appetite to explore this new territory. (But) it's not just about putting a brand in a program; there has to be meaningful relevance."
Adds Home Depot marketing chief Roger Adams, who expects the retailer's integration deals to grow 20% this year: "We want something that fits the fabric of the show. If it looks like a sponsorship salute, if it's just blatant commercialism, then we'd rather just buy a commercial."
Generally, "it's easier to integrate products in unscripted shows," says Warner Bros. executive vice president Craig Hunegs. "There are more opportunities to fit in, and you can put more products in the show without it feeling jarring to the viewer. I think that's why (integration) first emerged there."