Modern Family is extremely selective of product placements

Modern family, the popular comedy TV show, does not bite all its product placement opportunities. In fact, majority of the sitcom’s product placement opportunities are turned down by its producers.

In a recent interview with Advertising Age, Steven Levitan—Modern Family’s executive producer—said that the show turns down more than 90% of its product placement offers.

Levitan said that they constantly receive product placement opportunities. However, the show’s creative team is extremely selective.

Only a select few brands have managed to score product placements in the renowned television series, including Toyota, Audi, and Target.

Levitan says that the main criterion for the show’s product placements is relevance. The product integration needs to be naturally tied to the plot and the characters.