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The purpose of this study was to compare product placement effectiveness between scripted and reality television program genres. Based on previous research, it was hypothesized that product placements would be more effective when audiences formed strong parasocial relationships with program characters and when they perceived the placements to be more natural and authentic. Although one might expect parasocial relationships to be stronger and placements to appear more authentic in "reality" programs, recent research suggested that audiences were becoming more skeptical of reality programming. Thus, it was unclear whether product placement would be more effective in reality or scripted shows. To answer these questions, a survey was administered to 200 California State University Fullerton communications undergraduate students that asked them about their relationships with their favorite reality and scripted program characters and queried their reactions to product placements associated with these characters. Consistent with the idea that audiences are becoming more skeptical of reality programming, participants reported forming stronger parasocial relationships with scripted show characters than with reality characters. They evaluated product placements on reality programs to be more forced and faked, and placements on scripted television shows to be more natural and authentic. As anticipated, parasocial relationships and the perceived naturalness of placements were predictors of product behavioral intentions. Curiously, however, perceived forced or faked placements were also associated with greater product behavioral intentions, possibly because such placements were more memorable. Furthermore, even though audiences reported stronger relationships and greater placement authenticity for scripted programs, placements were still more effective in reality programs. Thus, although parasocial relationships and placement authenticity are strong predictors of placement effectiveness, it would appear that there are additional factors at work that give reality programming an advantage as a vehicle for effective product placements. Further implications of these findings are discussed.