Update: Here's the 2005 List

The screamfest that is Oprah's Favorite Things is on the air today. This year the "hottest ticket in television" went to teachers from all over the country. Let the marketing moments begin.

The List of Goodies

Quilted Burberry Jacket $335

Burberry Cashmere Scarf $225

30" Dell Flat Screen TV $2299

10 Lipstick Make-up package

Ilene Fisher Wool cardigan and pants $188 pants $178
Maytag Neptune System Washer Dryer w/Drying Cabinet $2198 Free installation
Lolia Bubble Bath products $30 Hand cream $20
2 Champagne flutes Debarah Elric $48/per

Dooney & Bourke Faux Crock Duffle Bag- $495
Mirabel Resort & Spa 2 nights /3 days 2 people Orbitz airfare
Apple Bottom Jeans by Nelly $59
Movado Watch w/ ribbon $1000

Key Lime Cake by We Take The Cake $26
Tea Set inspired by John Travolta from Room with a View, Santa Monica
Special Teas- Loose leaf teas $100
Williams-Sanoma Sateen sheets $990 sheets $195 blanket

Magellen GPS Road Mate System map w/voice $1499
Dell DJ MP3 Player $199

Office Max $500 gift certificate(Oprah visit/commercial)
Sony VAIO Notebook Computer- $2000

BeBe Wynans & Rob Thomas perform My Christmas Prayer available only at Starbucks
$100 Starbucks gift certificates plus copy of the song.

Office Max, Starbucks & Maytag get thanked at the end of the show.

As you can see there were Seven long commercial breaks during the show. Clearly this show is a huge draw for ratings and thus advertisers.

The tone this year is a little less personal from Oprah. It's clear that these are mostly straight product placements. I think it would be interesting to hear about the behind the scenes negotiations where the marketers ask for their own special push from Oprah. How much before Oprah does an on camera store visit(Office Max) etc.

I can't help but wonder how much longer Oprah can maintain her leadership in this form of marketing. They are very savvy at pulling this kind of thing off but she runs the risk of over doing it with the whole car thing and now this show which is less personal and more marketing then past years. In using her personality brand to push products it's the true personal story and connection that is most effective. People are buying the Oprah story as much as the product. Without the story there's less reason to buy.

Here's a link to the Official List.

For more Thinking about Oprah and other personality brands click here.

Update: Here's the 2005 List

Comments

[sanj]

this list is for rich folks.

[Jay-R]

How much tax will be owed by the favorite thing recepients?

[janet squillaro]

i want to be on your favorite things show- not because i'm needy or poor or ugly but because i am good and wonderful, in the eyes of God. i deserve all these wonderful things for myself and and will get them and i expect that you will be notifying mne soon to be on your show.

[janet squillaro]

I am a nut ball.

[Cindy Kahner]

I would love to come to your show and help past out all of your favorite things. Just to be a part of it, feeling all that energy, what a piece of serendipity. Thanks for always sharing and caring, Your the best Oprah,my all around you have a bless Holiday, may the magic of Christmas be yours throughout the year!

Sincerely,

Admiring your favorite things

[Jazminne]

Oprah is awesome

[Laurie]

I would love to be on Oprah's favorite things show because I look up to her for her generosity, wisdom and inner beauty. I have been struggling with weight loss and I have finally seen the light at the end on the tunnel. Ophrah has led the way for me and I look at her everyday and know that there is hope for me. I would love to meet her and thank her personally for being an inspiration for me and countless others. I have lost over 90 pounds along with my sister, who's lost over 100 pounds, looking at Oprah now I know that it is all possible and the hard work is really worth it.

Thank you Oprah. Please let me come to your show.

[kimberly sears]

Hi Oprah, I loved your favoreite things show. I'm trying to find the items on line right now. Ilove any great pampering essentials. I have more time to surf and watch your show. I am in between jobs right now and trying to plan a wedding for September 05. I would love to visit your show. You are such a blessing, Kimberly Sears.

[habibz]

hey oprah, i hope i have a merry christmas. I also hope, u focuse ur giving to the needy.

[Jesse]

If it wasn't for Ophrah advertising the Neptune washer & dryer, my wife would not have known about them and asked to get them and now I am stuck with (2) defective lemons.
I blame Ophrah, because all the money Maytag spends to pay her advertising cost had to have come from the Maytag service department budget, and i get stuck with slow service. Lets see Ophra go 2 weeks waiting for a service man to find time to fix her Warrantied Washer/dryers.. If she had called Maytag January 24th like i did, i bet her machines would have been fixed real fast.

[Tierra]

I'm a huge fan of you Oprah and I would love to come on any one of your shows. Thank you

[Eric Factor]

Merry Christmas Oprah - I never watch your show, but I read the reviews of all the good that you do . My mom watches everyday and is always saying " Oprah did this wonderful thing and that wonderful thing " . I could use a few things myself, but for sure there are many more in need than myself - good job helping those less fortunate - the world needs more people like you.

[A Co]

Here is a site that compiles all of Oprah's Favorite Things with links to buy them as well as a charity giving guide for 2006.

[A Co]

Here is the site: www.oprahsfavoritethings2006.com