Product Placements Abound in Spanish-Language Reality Show

LOS ANGELES A Spanish-language reality television show that blends characteristics of American Idol and The Real World will premiere April 17 with five sponsors.

Protaganistas de Novela 2, which will air on Telemundo, features 14 aspiring actors living together in a television studio as they compete for a role on a Telemundo novella. Each week, viewers will vote one participants off the show.

Show sponsors include Miller Lite, Ford, Colgate Simply White, Truth and Terra.

Marta Cuevas, director of strategy for Tapestry, a division of Starcom MediaVest Group in Chicago that works with Miller Lite, said the brewer chose to sponsor the show because “”it is a way to really engage the consumer with the brand and show the brand in a more relaxed environment.”

Product placement for Miller Lite includes a cooler filled with the beer, logo placement on glasses, refrigerator magnets and the light above a pool table, and signage in the house.

While Cuevas declined to disclose what Miller Lite is spending to sponsor the show, she noted that it is “more economical,” than product placement on English-language shows. This is the first time Miller Lite is sponsoring the show, which is in its second year, although the brand was a sponsor of another Telemundo reality program, Protaganistas de la Musica.

Another sponsor, Terra, will provide viewers with the chance to vote out show participants through its Web site, The site will also show footage of the show and follow the lives of the participants. Computers in the house will also feature the Terra logo.

Participants will have the chance to win a Ford vehicle, and when they are voted out, they will be driven away in a Ford, said a Telemundo representative.

Placement for Colgate includes scenes with the aspiring actors using Colgate oral care products.

Last year’s Protaganistas de Novela sponsors included Terra, Colgate 2in1 Gel, and calling service 10-10-345.