Who says you can’t put a price on publicity? The Apple iPad product placement in last week’s episode of the ABC hit sitcom Modern Family might’ve been free, but it sure was worth a chunk of change. Joyce Julius & Associates estimates the iPad hauled in some $650,000 worth of television exposure and another $250,000 from print and Internet stories about the extensive integration. The episode, dubbed "Game Changer," centered on goofy gadget-lover Phil Dunphy and his lust for getting an iPad for his birthday. He did end up with one—he even got to blow out the virtual candles—but not until his family went to extreme lengths to secure the coveted e-tablet. (Faking a terminal illness was involved.) The iPad had nine name checks in the show and appeared on screen for 37 seconds, the research firm said. (A few of those were in the final scene, when Phil stroked his new iPad and professed his love—out loud.) The Apple name itself, in addition to being the Dunphy household’s computer brand of choice, had nine seconds of face time and one verbal reference, according to the research. About 9.5 million people watched the show, during which Apple bought no ads. If it had, it would’ve needed to cough up $130,388 for a 30-second spot. No need for that, though. As usual, Apple wins again.
—Posted by T.L. Stanley