New product placement hits old sitcom reruns | EW.com

TV

New product placement hits old sitcom reruns

How new ads are sneaking their way into old episodes

No, you’re not crazy. That was an ad for the 2011 movie Bad Teacher running on a plasma screen in a recent rerun of a 2006 episode of How I Met Your Mother. Turns out that 20th Television, the studio distributor of HIMYM, has teamed with SeamBI, a company that inserts new product placement into old TV episodes (including 20th TV’s My Name Is Earl). ”We wanted to offer our advertiser and station clients a unique opportunity in syndication,” says 20th’s Paul Franklin, who adds that ”viewer feedback has been minimal…indicating to us that in-show advertisements are appearing unobtrusively.” True, because there’s nothing subtler than time travel.