Product Placement Grows As Nets Worry About Glut

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This fall, General Motors will be a charter sponsor of NBC’s new Apprentice: Martha Stewart from producer Mark Burnett. GM officials will only say that the sponsorship involves its Buick division because the network and production company will be unveiling sponsor details this week.

But it is companies like GM—which are willing to pony up $2 million per episode to have products embedded in TV shows like The Apprentice—that have driven product-integration spending into the billions.

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