NEW YORK (CNN/Money) - A product placement company, sued last week by "The Apprentice's" producer for allegedly lying to companies whose products are showcased on the show and pocketing millions of dollars in profits, has countersued for $20 million, AdAge.com reported Thursday.

The nasty fight stems from the two companies' involvement in product placement deals with the successful NBC show created by Los Angeles-based Mark Burnett Productions, which is also responsible for "Survivor" and the new boxing show "The Contender." Most "Apprentice" episodes involve contests showcasing brand-name products, such as a battle to see which team could sell more Mars and M&M candy bars.

Burnett's suit -- filed in California Superior Court in Santa Monica, according to AdAge.com -- charges that the placement company, Madison Road Entertainment, told the makers of Crest toothpaste, Levi's and Mars candy bars that their firm was associated with Burnett and could get their products onto "The Apprentice."

According to AdAge.com, Madison Road's countersuit alleges that Burnett's claims are "false." The site quoted the suit as stating that "Both Burnett's companies and the sponsors knew the exact role that Madison played in securing sponsors for 'The Apprentice.' They also both knew that Madison Road would earn a reasonable fee for its services."

Madison Road, also based in Los Angeles, has described itself as a branded entertainment studio that brings together advertisers and television creative talent together to integrate product brands on TV, according to the Web site for a conference where a company official spoke.

Message to both parties in the dispute were not immediately returned.

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