In 2010, Procter & Gamble and Walmart began to fund a series of made for TV films, distributed through the former's Procter & Gamble Productions division, such as "The Jensen Project" and "Secrets of the Mountain". They were all targeted towards family viewing, aired primarily on NBC as time-buys, and featured product placement for P&G brands and Walmart's store brand Great Value. In turn, Walmart erected promotional displays of P&G products related to each film, and sold the films on DVD immediately after their broadcast. Both companies used exclusive advertising time during the films to promote their products. P&G reported that the favorability of the products featured in "Secrets of the Mountain" increased by 26% among mothers who saw the film. "Advertising Age" felt that despite lukewarm reception and viewership, "as case studies for successful branded entertainment, they've become the holy grail of how networks and marketers can use entertainment to achieve scalable audiences, measurable product sales and active fan communities."