On Screen and Verbal Mentions

Based off an Elmore Leonard novel (Fire in the Hole), Timothy Olyphant stars in the lead role of U.S. Marshal Raylan Givens in the new FX show Justified. Givens is a modern day 19th century-style lawman, enforcing his brand of justice in a way that puts a target on his back with criminals and places him at odds with his bosses in the Marshal service. That conflict results in a reassignment for Givens to the U.S. District covering the town where he grew up.

What Hollywood Branded Did:

Hollywood Branded secured placement and verbal mentions for Jim Beam during these four episodes:

Exposure – Pilot

Jim Beam receives a verbal mention in the pilot episode (March 16, 2010) on FX. In the scene Givens confronts his childhood friend Boyd Crowder (Walton Goggins) who has given him a 24 hour deadline to get out of town. Givens tells him that he is not going to go and that they “may have a problem. Crowder says, Well should we just do us a shot of Jim Beam just for old times sake? Crowder then calls for Ava (Joelle Carter), to “Bring us a shot of Jim.” She walks into the room with a shotgun in her hands to prevent the argument from escalading. This segment re-aired on April 27, 2010 as part of a re-cap of the previous episodes.

Exposure Riverbrook

Jim Beam receives hands on exposure in the second episode which will air on March 23, 2010 on FX. In the scene, Givens who can’t sleep, grabs the paper and a bottle of Jim Beam before entering the restroom where he proceeds to read the paper so he doesn’t wake the witness, Ava, who is sleeping on the bed. While reading the paper he discovers a key piece of information and leaves the restroom while grabbing the bottle of Jim Beam and cup.

Exposure Blind Spot

Jim Beam receives hands on exposure on April 27, 2010 when Ava handles and drinks from a bottle while speaking to Givens about the future of her home. Ava pours Jim Beam into Givens as they drink it throughout the scene.

Exposure Blowback

Jim Beam receives hands on exposure on May 4, 2010 when Chief Deputy Art Mullen (Nick Searcy) shares a drink with Givens and David Vasquez (Rick Gomez) after completing a criminal investigation.

  • Total Placement Value: $43,500
  • Total Appearances: 5
  • Total Verbal Mentions: 2
  • Viewer Impressions: 9,170,640
  • Overall Audience Retention: 4,822,200
  • Positive Feeling: 2,767,943
  • Influenced to Purchase: 1,035,211