The Week: Advertising News - McD's leads placement field

Separately, the bookmaker Paddy Power is offering punters the chance to bet on the first brands to pay to appear in a soap opera.

McDonald's is the 2/1 favourite to appear in Coronation Street, Emmerdale or Hollyoaks, followed, also in the fast-food category, by Burger King (3/1) and Subway (5/1). At 3/1, Carling and Guinness head the list of alcohol brands, and in the soft-drinks category, Coca-Cola, a heavy spender on US product placement, leads its rivals with odds of 7/4, followed by Pepsi at 3/1 and Fanta at 8/1.