"Modern Family" executive producer Steven Levitan tells Advertising Age’s Brian Steinberg that the show turns down about 90% of requests for product placements.
"We get offers constantly. We do very few. We try to be extremely selective," Levitan said.
Those companies that have succeeded in placing their products on the hit ABC show include Toyota, Audi and Target, the piece notes. Target got a boost with the show’s holiday episode, with the cast shopping at Target for gifts to create an "express Christmas."
For a product to make it into the show, it needs to be relevant to the plot as well as the characters, Levitan noted, according to the story. One expensive gadget was recently turned down because it was unlikely the show’s "modern family" would buy it, the piece adds.