| Sumario: | Introduction: The collaboration or placement of brands in audiovisual content and the hiring of celebrities (influencers) as endorsers are not new techniques; however, they have gained renewed momentum in the digital society, particularly in areas traditionally restricted to conventional advertising. This study examines the presence of fashion brands as collaborators on La Revuelta, one of the most-watched television programs in Spain. Methodology: We analyzed the first 58 episodes aired in 2024 through a content analysis approach to identify the characteristics of these brands, the duration and manner of their placement, as well as their connections to the content, characters, and guests. Results: Among the fashion brands collaborating with the program, we observe a coexistence between small-scale brands--mainly aligned with youthful and urban styles--and large multinational corporations producing sportswear. Discussion: In the collaboration format, brand presence on screen is not mediated by a financial transaction, yet it can generate comparable visibility. This approach can be particularly advantageous for independent, small-scale, or emerging brands. By serving as an alternative to conventional advertising or product placement, it enables these brands to compete on equal footing, reaching large audiences. Conclusions: The association of brands with the various personalities appearing on the program is not incidental; rather, it appears to be guided by a criterion of affinity between the brands and the character and/or personality of these individuals.
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