Modern Family’s executive producer Steven Levitan spoke with Ad Age about product placement in the hit show: “we get offers constantly. We do very few. We try to be extremely selective.” He describes “very few” as about 10%. It seems as if they only accept ones which are willing to pay the big bucks: Target, Audi, and Toyota. No money was actually exchanged for Apple’s iPad placement.
However, when the show does accept placements, they flood an entire episode with the product. Rob Donnell, president-founder of Brand Arc, a brand consultant that helped place Toyota vehicles in the show says “you’ve got producers that are willing to do it and know how to make it part of a script. It’s not just one scene, it’s actually played out throughout the entire episode.”
