A Content Analysis of Product Placement in

the First Four Seasons of Modern Family

Capstone, Fall 2013 Professor Padgett
By Ilana Israel
ABSTRACT
As the ability to skip over commercials on television becomes easier it is
more important for advertisers to find a way to reach their consumer
audience. Through the use of product placement companies are able to
integrate their products in to television shows. This paper explores the
product placements in the popular television show Modern Family by
conducting a content analysis on the first four seasons. The content analysis
results provide information to support the idea of the changing of products to
match the introduction of new technology and the use of products that are
popular to encourage viewers to use, watch and buy the products seen in the
show. The results of this study suggest that product placements changes
overtime as technology advances. In addition, based on the findings of this
study the development of a system to measure the relationship between
product placement and consumer buying habits is needed to inform
corporations integration of products into television shows.
Key Words: Product Placement, Content Analysis, Modern Family



2
Introduction

Skipping over advertisements is becoming easier and in turn causes brands to
have to find other avenues to reach their consumers. A common way to reach consumers
is through the integration of product placement in to television shows and movies. This
paper will focus on the product placement seen within the first four seasons of Modern
Family. Modern Family, an ABC television series, has just begun its fifth season. When
the show first aired in 2009 it provided some controversial relationship portrayals, but
gained a loyal audience who enjoyed the comedic family show. The family in the show
includes a straight, gay, multi-cultural, traditional modern family. In the United States
we are heading toward a culture that is more accepting of a diverse family including
sexual orientation and racial/ethnic backgrounds. Because this show is highly relatable to
viewers it is interesting to look at what products are placed within the episodes and how
they might change over time with technology advancements and the introduction of new
products.
The importance of product placement in modern television and how it has
changed advertising in the 21
st
century will be discussed including the downfall with
product placement. The downfall with product placement is the lack of ability to measure
consumer-buying habits in a tangible way. To conduct this research understanding what
content analysis is and how to use it is key along with the understanding of how product
placement is used within modern television. The conducted content analysis will look at
two questions: first, over the four seasons of Modern Family did the product placement
change or stay consistent and in what ways? Secondly, did new technologies and
products make appearances in the show as they were released to the viewer population?
3
This paper will be a good example of how product placement is found in modern
television, but is not as measurable as traditional advertising. The paper will also show
how the family in Modern Family relates to many families in the United States and the
products found within tend to relate to the general public.

Literature Review

Introduction to Literature Review

Combining information found in articles and journals on content analysis provides
the basis needed to conduct the research for this paper. Living in the 21
st
century where
people in the United States on average see as many as 5,000 advertisements daily, it is
important to understand consumer habits (Johnson, 2006). Most people tend to skip over
advertisements as best they can through DVR and watching television shows online.
With product placement it enables companies to integrate products into television shows
and movies so that viewers see the products without direct advertisements.
Including non-scholarly news sources for news articles found on product
placement in Modern Family allows for the content analysis that was conducted to be
supported. These articles discuss the benefits and negatives of the product placements. It
also allows for discussions on the major types of products that are seen in Modern
Family. These include Costco, Target and the iPad.

Content Analysis
In the article by Hsieh and Shannon they discuss the common qualitative research
approach, content analysis. This is important for this paper because it is focused around
conducting a qualitative study using content analysis of the product placement in Modern
4
Family. Content analysis is a qualitative research method that creates coded data into
explicit categories and then allows for that data to be analyzed statistically and
analytically (Hsieh & Shannon, 2005). This article is helpful in understanding how to
analyze the data that has been collected and how to provide the information in ways the
reader can understand.
This article conducts a hypothetical research study that supports their discussion
on how to conduct a content analysis. This information goes more in depth than what is
needed to conduct the analysis of the data found for Modern Family, but provides an
important perspective of the different ways content analysis can be used. A key point that
is mentioned is the discussion of relationships of subcategories. This is helpful when
looking and what product placement is seen with each different family within Modern
Family. For example Jay drives the BMW and Cam drives a Toyota Prius. A question
one could ask when looking at that is: Does the type of car they drive depict their
socioeconomic status in the show? This would be a good example of relationships of
subcategories. This will be discussed further in the findings/analysis/discussion section of
this paper.
There are three different types of content analysis discussed in this article. The
first one discussed is conventional content analysis, which starts with observation. This is
the type of content analysis conducted for the product placement in Modern Family. The
second type is directed content analysis, which starts with theory and coding of the
analysis, which stems from theory or relevant research findings (Hsieh & Shannon,
2005). The third and final type of content analysis is summative content analysis, which
looks at keywords and they are chosen based on the interest of the researchers (Hsieh &
5
Shannon, 2005). These two other types of content analysis are important to understand,
but the conventional content analysis fits best for the Modern Family study because it is
derived from the data (Hsieh & Shannon, 2005).

The article by Elo and Kyngs supports the above article in their definition of
content analysis. However this article instead of looking at the different types of content
analysis it looks at inductive versus deductive content analysis. Content analysis started
out as a way to analyze newspapers, speeches and other forms of communication (Elo &
Kyngs, 2008).
There are three steps to content analysis. These steps are helpful for this paper
because it allows for concrete steps to insure that the research conducted is done in an
appropriate manner. The three steps are: preparation, organizing and reporting (Elo &
Kyngs, 2008). The first step, preparation, begins with choosing a unit of analysis, for
this study that would be the brand type of the product placement. The second step is
organization, this would include how the unit of analysis is going to be conducted, so for
this instance it would be watching the first four seasons of Modern Family for product
placement and recording the findings into a category spread sheet. The third and final
step is reporting; this is the stage in which conclusions are drawn from the findings and
shared. The third step will be conducted further down in the paper in the section
findings/analysis/discussion.
The other key aspect that this article discusses is the difference between inductive
versus deductive content analysis. For the study of product placement in Modern Family
the content analysis is inductive. Inductive content analysis includes, but is not limited to:
6
open coding, coding sheets, grouping, categorization and abstraction (Elo & Kyngs,
2008). This can be seen in the attached appendix, which recorded all of the content
analysis conducted including the products with numerical prominence rankings.

Product placement is seen in movies and television shows. This article by Fang,
Lee and Mikyoung looks at a content analysis of product placement in reality television
shows. Even though Modern Family is not a reality show it has a large viewership and
ABC tries to create a show that is relatable and similar to reality. In this article they
discuss how many advertisers are now using brand integration or product placement
within reality television programs. The content analysis they conduct was looking at the
frequency, modality and prominence of the brands appearances (Fang, Lee & Mikyoung,
2011).
This is similar to this papers study that looks at a content analysis of product
placement in Modern Family by reviewing the types of products and the prominence of
the brands appearances. They did a longer study, which allowed them to do a more in-
depth content analysis that looked at the different types of product placement and the
contexts where the brands appear within the show (Fang, Lee & Mikyoung, 2011). This
allowed for a greater understanding of what more time and funded content analysis can
include. It shows how using content analysis when looking at product placement can
provide a great insight to product awareness and can create an idea if there is a consumer
following.

Product Placement
7
This article by Law and Braun helps to support the notion that product placement
impacts viewers. Especially confirming that product placement is becoming more
common and that is why it is interesting to look at it in Modern Family. This article
discusses how it is still unknown how effective product placement is. There are two types
of measurement that were used during this research and they were implicit and explicit
measures. Implicit being the direct exposure to a specific product indirectly and the
explicit refers to direct memory of recalling products seen (Law & Braun, 2000). This
will be important for the portion of this paper to discuss potential follow up studies that
could be done with viewers of Modern Family. It would be interesting to see what they
remember through implicit and explicit measures. This could be done through the use of
surveys and interviews of viewers.
The main components of this article that will be helpful for this paper will be the
background on companys payment for product placement and the discussion on whether
or not product placements are effective. Another important part of this study that
coincides with this paper is the specific discussions on type of product placement. For
example in this study they found that products that were prominently placed were more
influential to the viewers than products/logos that were subtly placed. This is important to
note because when doing the content analysis of Modern Family the product placements
are broken down into numerical rankings based on prominence.

In this article Wenner discusses if product placement is ethical and does it work
the system by placing items in viewers line of vision if they do not have the option of
opting out. This article provides some ideas and answers to the question of are product
8
placements ethical in television. The section of this research article that works the best
with this paper is the aspect of how in todays society people are zapping commercials
with their remotes and how advertisers are having to address new ways to reach their
target audiences (Wenner, 2008). With product placement it allows them to get passed
the clutter of traditional advertising and present their products in places where consumers
cannot just skip over the product.
This article also allows for the introduction of the industry of product placement
and how it hard to measure, similar to the article mentioned above. The definition of
product placement in this article will help to support the overarching topic of this paper
and will help allow readers to understand specifically what product placement is.
The article mentions the fact that companies join forces with screenwriters in the
early stages of a script to get their products mentioned/worked into the show (Wenner,
2008). This is done even before a show is selected to air. For Modern Family an example
of a company who was in contact with writers during the script stage was Toyota. Hence
why Toyota is in every episode of Modern Family.

The article by La Ferie and Edwards includes information that will be helpful to
determine the different types of product placement. The definitions of primary and
secondary product placement help to distinguish the content analysis of Modern Family.
This study looked into the product placement within primetime televisions shows. It
mentioned the breakdown of whether the products were verbally mentioned or visually
seen.
9
This study helps to support the method used for this paper in the numerical rating
system of the content analysis of Modern Family. The three in the numerical ranking
system represents a verbal mentioning of a product and the one and two dictate the
prominence of a logo or product seen visually. This article goes into more in-depth
statistical data than the conducted study for this paper, but provides information on how
this study can be represented statistically to show a more direct influence of the product
placement. For example, what percentage of Modern Family episodes contain Toyota
product placement and how do the percentages compare between the different seasons.
These can be found in the section of findings/analysis/discussion.

Modern Family in the News
In the research article by Steinberg, one major question was addressed. Why
Modern Family still drives Toyota after the crisis that happened with their recalls
(Steinberg, 2010). One major brand that is seen in product placement throughout the four
first seasons of Modern Family is Toyota. As mentioned above Toyota contacted the
writers of Modern Family while it was still in the writing stage to get their products
worked into the script (Steinberg, 2010). This article brings up the key point that this
contract between Toyota and Modern Family was created before the massive automobile
recall. Some may ask why Modern Family did not remove Toyota from the show after the
crisis arose, but most do not know that the shows are shot around seven to nine months
before the episodes actually air (Steinberg, 2010). This being said it is hard for a show to
remove a product within if it is as prominently displayed like a car. In the case of Modern
10
Family they would have most likely had to reshoot large portions of the episodes and
would cause a backup in the airing of new episodes.
When a crisis used to arise it was easy to remove advertisements from a channel,
but when the product is integrated into a show it becomes much more difficult. Toyota
also mentioned that they chose to keep their cars in the show because it was good
publicity. Many watch modern Family so keeping a positive representation of the brand
in the show allowed for Americans to see the positive aspects of Toyota being a safe and
trusted family car.

In the news article by Erik key points on the major product placement episode
including the iPad are discussed. During episode 19 Phil introduced the iPad. This
episode aired on March 31
st
, just three days before the iPad was released in the United
States. Throughout the course of the episode the iPad was verbally and visually
mentioned creating a huge draw from the viewers. Because it had not yet been released
they showed key features of the iPad making consumers more intrigued. A quote that
stands out in the show is when Phil gets his iPad he asks his family whos ready for the
first day of the rest of their lives? this alone is a huge peg for Apple (Erik, 2010). With 9
million viewers of this episode it is hard to believe that this did not influence some
consumer purchases (Erik, 2010). It has been said that Apple did not pay for this product
placement, but because it is an industry where some of these contracts are hidden it is
hard to tell the truth. This is an article that shows how this example of product placement
can be seen as one of the best examples of strong product placements.
Conclusion of Literature Review
11
This literature review provides important information that helps to support the
research topic of this paper. By looking at articles that discuss content analysis it allows
for a greater understanding of what type and how to conduct the content analysis for the
study of product placement in Modern Family. The content analysis of this paper is done
in a conventional content analysis manner and uses inductive methods to conduct the
qualitative research.
The section on product placement expresses the importance and ethical dilemmas
that can arise with the use of product placement. The product placement in Modern
Family shows how integration of the product within the scripts can be problematic when
a crisis arises with that brand, Toyota in Modern Family. This section also discusses the
problems with not being able to measure the direct effect on consumer buying based on
product placement.
Finally the articles on Modern Family provide a journalistic view on how
product placement is displayed in the show. Along with discussing the issue of Toyotas
product placement during the first season along with the iPad episode and how both of
these might be influential to consumers, even though there is not a tangible way to
measure the success/impact of product placement.

Methodology
The methodology that was used for this paper was done by conducting a
conventional content analysis of the product placement in Modern Family. The content
analysis looked at the first four seasons of Modern Family and reviewed each episode to
look at the product placement seen within. The products were broken down into
12
categories including: clothing, cars, food, electronics, beauty products and other. These
were recorded using a Microsoft Excel spreadsheet. There is a nominal scale that ranks
the prevalence of the products seen.
The scale used a 1, 2, or 3, which is placed next to the products found in the Excel
sheet. The 1 indicates that the product seen was only in the line of vision for a short time
period, or was seen as a partial logo and could have been easily missed. The 2 represents
that the product was highly visible and the logo was prominently shown for everyone to
see. The 3 stands for the products being verbally mentioned within the show, for
example, I am listening to my iPod. Therefore in the episode where this was said a 3
would be placed next to iPod in the electronics category. This scale helps to rank the
importance of these product placements in the episodes.
For the episodes that focused heavily on one product, for example Phils birthday
with the iPad, the amount of viewers that were reported to watching the show live were
recorded which allowed for better analysis. It is important to understand how many
viewers the Modern Family show actually reaches to see how influential the product
placement may be. It is hard to actually synthesize the impact of the products on
consumer purchasing, but using the number of total viewers and the prominence of the
products a hypothesis and analysis can be conducted.

Findings/Analysis/Discussion
The content analysis of the product placement in the first four seasons of Modern
Family was consistent with the projected research questions. Those questions were; did
the products change in the show as the advancement of technology happened and were
13
the products used in the show similar to that used in common households in the United
States. Using the numerical ranking scale it is seen how certain products have
prominence over others in the show. The viewership is important to note when looking at
the four seasons. It has continued to grow from the first season according to Nielsen
ratings with a slight drop in viewership in season four. The first season averaged, in
millions, 9.39, second 11.89, third 12.93, and fourth 12.30 (Nielsen, 2013).
Season 1
The first season introduced the largest and most prominent product placement
seen throughout the show. This was the car sponsorship, Toyota, which lasts for the
entire four seasons. Toyota is seen in many of the episodes during the first four seasons.
There are 24 episodes in the first season and 13 of the episodes included Toyota. This is
over half of the episodes and the prominence of these placements were mostly 2s and a
few 3s, which indicate they were either highly visible/hard to miss or they were verbally
mentioned.
Phil and Claire drive a Toyota Sienna, a minivan, which is explained throughout
the show as being a good family car. This is the car that Haley their eldest daughter learns
to drive on and she is not the best driver, but they mention that this is a safe car for her to
learn how to drive on. The other Toyota model that is commonly seen in the show is Cam
and Mitchells car Toyota Prius. Through the four seasons they stick with their same cars,
but when Cam and Mitchell adopt their daughter Lilly they upgrade to the larger Prius in
the Prius family to allow for more room. Initially the category cars in the content analysis
was looking only at brand, but when Toyota became highly prevalent, it was important to
differentiate between what car model was shown. For example, in the attached Excel
14
spreadsheet, it can be seen that the Toyota Sienna and the Toyota Prius are mentioned
separately and have their own numerical prevalence for reach episode.
It was interesting that there was only one episode in the first season where Gloria
and Jay were seen with a car. This was surprising because of how often it shows Claire
and Phils Sienna and Cam and Mitchells Prius. Also the car that Gloria and Jay drive is
a Mercedes, the only family in the show that does not drive a Toyota. This seems to be
representative of their socioeconomic status. They are the most affluent of the family and
it is seen not only in their house, but also in their choice of car.
The first two episodes of the first season tend to have the most product placement
of the entire season. During these episodes there was a featured clothing brand,
Champion. This brand was not seen in any other episodes. However, Champion is a
Target brand and there was an entire episode in season three that focused on Target. It
looks like with the start of a new television show it was important that they had more
sponsorship through product placement to pay for the show, but as the season went on
they were able to tone down the level of product placement.
The first season was full of product placement that included traveling. The family
started the season with a family vacation where they stayed at the Four Seasons in Maui.
They also visited Disney Land in this season, where the entire family was seen at the
park, on the rides and partaking in the family activities. Another major episode in the first
season was the episode where Cam takes Mitchell to Costco. Mitchell has never been
before and Cam convinces him that he will enjoy it there. When Mitchell is there he says
this is only the greatest store on earth. This was a huge plug to Costco because not only
15
was the majority of the episode filmed there, but they made verbal plugs to the benefits of
Costco.
The electronics seen in the first season were primarily Apple products including
Macintosh laptops, iPods and the iPad. All three families used Mac laptops, but the Apple
logo on the front of the computers was blacked out on all of them. The way you can tell
they are Macs are by the keyboards and side profiles. Despite all of the Apple products
in the first season the iPhone was not seen. The only recognizable cell phone in the first
season was a Blackberry. There were other cell phones, they were flip phones with full
keyboards, but the brands of them were unrecognizable.
An entire episode was designated to the release of the Apple iPad. This was in
episode 19 where the iPad was to be released on Phils birthday. There were 9.51 million
viewers who watched the episode when it aired in the United States. That is a large
audience and with the heavy focus on the iPad it could trigger many consumers to go out
and buy the iPad. This number does not include the people who recorded the episode on
DVR/Tivo or the people who watched the episode online. The entire episode there were
visual and verbal mentions about the iPad. This episode aired three days before the
release of the iPad in the United States. ABC states that Apple did not sponsor this
episode, the iPad was a mere gift from the company and it was integrated into the script.
If this is so, it was an incredible plug for the Apple iPad. Phil made a comment in the
episode that is a highly influential consumer quote; not only that, the iPad comes out on
my actual birthday. It's like God and Steve Jobs got together and said We love you,
Phil. This was interesting because it specifically mentioned the creator of Apple, Steve
Jobs, and shows how much Phil likes the product and wants to have it.
16
The title of the episode is also important to mention because it is named the Game
Changer. Because this episode was fully focused on the iPad this title expresses how it
looks as if the iPad will be a game changer in the electronic tablet market. The iPad did
strike a whole new industry of tablets and electronic handheld devices. It will be
interesting to see as new technology advances how episodes like the Game Changer
actually directly impact the consumer buying habits.

Season 2
The second season of Modern Family continued the use of the major sponsor
Toyota. In this season there was increased visibility. In 15 of the 24 episodes Toyota was
seen. Another similarity between the first and second season was that the Apple products
were still often seen. In the 24 episodes there were 13 episodes that included Mac
laptops.
There were a few differences between the first and the second season. These
include the visibility of other cell phone brands, more cars that are driven by Jay and
Gloria, and a few products mentioned in the category other. The cell phones in season
two consisted of Blackberrys and Sidekicks. The Blackberry was seen being used by
Mitchel, Phil and Claire. Phil and Claires eldest daughter used the Sidekick. This is an
indication that Blackberrys are seen as phones used by business professionals and
teenagers used Sidekicks as the phone to text and talk with their friends.
During season two Gloria and Jay were again seen driving higher end cars. Jay
was seen driving a Cadillac and Gloria drove a Porsche. These were two different cars
17
than the first season. The brand and models stayed consistent for Claire and Phil and
Mitchell and Cam throughout the seasons.

Season 3
In the third season of Modern Family there were major similarities from the first
two seasons including a Toyota Sienna for Claire and a Toyota Prius for Cam and
Mitchell. In the electronics category the Mac laptops were the most visual staying
consistent with the previous seasons. The major difference in season three was the
introduction of Phil driving a Cadillac. Similarly to season two Jay and Gloria again
changed cars, this time they were driving Audi, BMW and Porsche. Even though the
brand names changed, they continued to drive cars that were pricier. The third season
again showed the families using cell phones. The two brands that were recognizable were
consistent with the first two seasons, Sidekick and Blackberry.
In episode 10, Express Christmas most of the episode was filmed in Target. The
product placement of Target was extremely emphasized from verbal mentions of lets go
to Target mentioned by Claire and the visual aspect as seen on the red shopping cart
they are pushing with the Target logo along with Haley getting the last ladybug nightlight
buy pretending to work for Target by putting on the uniform red shirt and kakis.
Within the third season it seems that the amount of product placement was
conducted in a similar pattern as season one where there were episodes with little to no
new products introduced, meaning they were focusing on the Mac computers and Toyota
vehicles. Then they had a few episodes placed within the season that had an entire focus
on a different product. For example in season one the focused episodes were Phils iPad
18
and Costco and season threes episode was Target. These examples can be seen as
extreme product placements where the product seems to take away from the content of
the show.

Season 4
The last and final season that the content analysis was conducted on was season
four. During season four there was again the consistency with the previous four seasons
with the use of Toyota vehicles and Apple products including iPad and Mac laptops.
However one major difference in the electronics category during this season was the
introduction of a new Mac product, the iPhone. There were only two recognizable cell
phone companies during this season and they were Blackberry and iPhone. The
Blackberry was only used in the second episode and the rest of the season the iPhone was
used. This shows the change in technology as the seasons changed and how growth in
new technology influenced the products used.
It seems as if technology was not the only difference in this season, they also
included references to The Hunger Games, which has become a highly popular book
series and movie within the American household. There was also the verbal mention of
Harry Potter, another American household brand. Along with the verbal mentions of
Facebook, Twitter, Instagram and Pinterest common social media sites. In the past four
season there were no references to these social media platforms, even though it is hard to
believe the characters in the show were not using them. The influence of social media on
social life and business life was shown in this final season.
19
Within the fourth season it seems like the product placement increased and tended
to target more of a common household feel as compared to the first three seasons. The
characters and the interactions between family members stay consistent throughout the
seasons and they tend to show some common family dynamics. Adding the product
placement of more common brands without going over the top provides a more realistic
simulation of the show to typical consumer viewers.

Conclusion
In conclusion, through the content analysis study that was conducted on the
product placement in the first four seasons of Modern Family it can be seen that product
placement is highly visible throughout the show. Not only are products highly visible, but
the types of products seen are common household brands. Therefore allowing the
audience to relate to the characters in the show. The research provided enough
information to support the research question of does the products during the four seasons
change based on the changing technology. The research provided the information that in
Modern Family the products did change with the technology including the switch from
cell phones such as Blackberry and Sidekicks to the iPhone. In addition other brands
changed also including the use of Facebook, Instagram, Twitter and Pinterest.
It will be interesting to see how in the future what types of exact
measurements can be made based on the product placements and consumer buying
habits. As mentioned in the literature review it is important to include product placement
because audiences are now able to zap advertisements. The direct relationship between
consumer buying habits and product placement is hard to measure. It is especially
20
interesting to note the iPad episode because it was shown three days before the actual
release of the iPad. Did this product placement impact viewers to go buy the iPad? This
will be a question that could be answered with the creation of a system that measures the
relationship between product placement and consumer buying habits. Overall, the product
placement in Modern Family did change with the technology along with staying
consistent by using common and popular household brands. Product placement is the new
advertising and Modern Family is just one show out of many that uses it to provide
consumers with brands and products that are relatable. Modern Family not only creates a
show where the characters and family dynamics are significant to the modern
American family, but also includes common brands through product placement to
provide a simulated reality.












21
Bibliography
Elo, S. and Kyngs, H. (2008), The qualitative content analysis process. Journal of
Advanced Nursing. 62(1), 107-115. Retrieved from.
http://onlinelibrary.wiley.com/doi/10.1111/j.1365-2648.2007.04569.x/full

Erik (2010), Will iPads product placement go into marketing handbooks?. Brand&Films.
Retrieved from. http://brandsandfilms.com/2010/04/will-ipads-product-
placement-go-into-marketing-handbooks/

Fang, Y., Lee, M., & Mikyoung, K. (2011). CONTENT ANALYSIS OF PRODUCT
PLACEMENT IN REALITY SHOWS. American Academy Of Advertising
Conference Proceedings, 140.

Hsieh, H. and Shannon, S. E., (2005), Thee approaches to qualitative content analysis.
Qualitative Health Research. 15(9), 1277-1288. Retrieved from.
http://qhr.sagepub.com/content/15/9/1277.short#cited-by

Johnson, C. (2006), Cutting Through Advertising Clutter. CBS News. Retrieved from.
http://www.cbsnews.com/news/cutting-through-advertising-clutter/

La Ferie, C. and Edwards, S. (2013), Product placement: how brands appear on
television. Journal of Advertising. Retrieved from.
http://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367350405#preview

Law, S. and Braun, K. A. (2000), I'll have what she's having: Gauging the impact of
product placements on viewers. Psychol. Mark., 17: 10591075.
doi: 10.1002/1520-6793(200012)17:12<1059::AID-MAR3>3.0.CO;2-V

Nielsen Ratings. (2013). Modern Family Viewers. Retrieved from.
http://en.wikipedia.org/wiki/Modern_Family#cite_note-tvhit-49

Steinberg, B. (2010). Why 'Modern Family' still drives Toyota. Advertising Age, 81(10),
1-22.

Wenner, L.A. (2004). On the ethics of product placement in media entertainment. 10(1-
2), 101-132. Journal of Promotional Management., doi: 10.1300/J057v10n01_08
retrieved from
http://www.tandfonline.com/doi/abs/10.1300/J057v10n01_08#preview

Appendix

The appendix includes the Excel sheet containing the content analysis of the product
placement within the first four seasons of Modern Family.