updated 10:10 am EDT, Fri April 14, 2006
Apple\'s free TV exposure
Macs, iPods, and other Apple products have been featured 250 times on a total of 38 different network primetime shows in the past four months, adding up to 26 minutes of exposure that it never had to pay for. The company has given away tens of thousands of computers to creative people in Hollywood, according to the Westfall Weekly News. "iPod has never paid for placement because Apple is cool," Ruben Igielko-Herrlich said, CEO of Propaganda Global Entertainment Marketing. "If you're a cool brand or an affluent, prestigious brand, it's not going to cost you what it's going to cost fast-moving consumer products like soft drinks or detergents. When you have that kind of image and aura, you don't pay for it." Apple holds just a small portion of the worldwide PC market, but is easily the most widely used PC by fictional characters in film and on TV. "Apple has 90 percent of the exposure but only two percent of the business," Igielko-Herrlich said.