product placement in movies 2017 annual review by analyzing Brands presence and portrayal in entertainment
introduction Concave Brand Tracking has manually combed through the yearly top 50 US box office movies for 2017, 2016, 2015 and 2014 recording all recognizable Branded products that appeared. This movie sample accounts for 76%, 72%, 76% and 72% of the yearly US box office totals for 2017, 2016, 2015 and 2014, respectively. All box office information is sourced from Box Office Mojo. In addition to recording Brands, we also measured how visible their products were, how long they were on screen and how much advertising value they generated, as well as an array of contextual data regarding their portrayal. This report contains the following: high level metrics for 2017 relatively to previous years the 10 most brand-filled movies of 2017 the top 10 product categories of 2017 and their respective Brand leaders the top 10 single movie product placements of 2017 the top 100 product placement Brands for 2017 a closer look at the top 10 product placement Brands top 10 Brands in 2017 movies dialogue 2
year-on-year changes top 50 movies at the US box office 2017-2014 % of movies with Brands # of Brands hours of Brand screen time quality of exposure weighted box office average total product placement value (in millions of $) 2017 94% 597 21.5 22% $380.8 $648 2016 80% 708 22.5 19% $343.4 $434 2015 88% 1177 51.7 20% $335.8 $1,238 2014 82% 920 18.2 23% $380.1 $600 2017 saw the highest % of movies featuring Brands in the past 4 year. Concave recorded almost 600 different Brands in 2017, a 4-year low. 2017 Brands combined for 21.5 hours of screen time, roughly in line with 2014 and 2016. The quality of exposure (logo visibility and product discernibility) has remained around 20% every year. Movies with product placement performed better at the box office 2017 than in 2015 and 2016. They did similarly well as in 2014. 2015 was an exceptional year for product placement. Almost 1200 Brands received 51.7 hours of screen time. This generated over 1.2 billions dollars in advertising value. 3
top 10 product placement movies see web version of this page #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 THE FATE OF THE FURIOUS THE LEGO BATMAN MOVIE KINGSMAN: THE GOLDEN CIRCLE TRANS- FORMERS: THE LAST KNIGHT SPIDER- MAN: HOME- COMING LOGAN CARS 3 JUMANJI JUSTICE LEAGUE BAYWATCH product placement advertising value $135M $74M $63M $43M $35M $31M $27M $21M $19M $19M # of Brands 109 8 65 85 52 49 23 25 20 58 Brand screen time 1 hour 24 minutes 1 hour 39 minutes 2 hours 4 minutes 50 minutes 32 minutes 35 minutes 1 hour 3 minutes 20 minutes 24 minutes 1 hour 25 minutes quality of exposure 22% 40% 21% 24% 21% 24% 19% 20% 20% 21% global box office $1.23B $312M $411M $605M $880M $619M $384M $943M $658M $178M top Brand Chevrolet Lego Cutler and Gross Chevrolet Ford Chrysler Goodyear Suzuki Samsung top product cars toys glasses cars cars cars cars motorcycles cars Under Armour t shirts 4
top 10 products & their market leaders #1 CARS leader: Chevrolet Over 100 different car Brands appeared in 2017 movies. They collectively received almost 200 million dollars of advertising value. Chevrolet led the category with a 15% market share. see web version of this page #6 TVs leader: Samsung Samsung made up about 1/3 of the approximately 16 million dollars of advertising value generated by TV product placement. #2 TOYS leader: Lego The toy category was dominated by Lego, with 99.8% of the market share. Other Brands that appeared included Eth A Sketch and Star Wars. #7 SUNGLASSES leader: Cutler and Gross Cutler and gross also led the sunglasses category along with the glasses one. Other sunglasses Brands included Ray-Ban, Randolph Engineering, Gucci, Initium and Sama Syd. #3 GLASSES leader: Cutler and Gross Glasses Brands received over 30 million dollars of product placement value in 2017 with Cutler and Gross capturing 74% of that. Other Brands included Moscot, Orgreen, Ray-Ban, Tom Ford and Oliver Peoples. #4 PHONES leader: Apple Apple dominated the mobile phone category with its iphones getting 50% of the generated advertising value. Other phones brands included Sony, Samsung and Microsoft. #8 T SHIRTS leader: Under Armour Many different Brands of t shirts were recorded, but Under Armour led the pack with 44% of the market. Other Brands that appeared in the form on t shirts included Metallica, Nike, Duran Duran and Harvard University. #9 LAPTOPS leader: Dell Dell also led its competitors in terms of laptops, capturing almost 1/3 of the product placement value generated by this type category. Apple, Razer, Getac, Acer and Panasonic followed.. #5 MONITORS leader: Dell A dozen Brands of monitors appeared in 2017 movies, but Dell led the category with 37% of its overall value. Asus, Samsung, Sony and others followed. # 10 BAGS leader: Jansport Bags appeared in various movies that showed schoolchildren including SPIDER-MAN: HOMECOMING, JUMANJI, IT and TRANSFORMERS: THE LAST KNIGHT. Jansport appeared in all 4 and made up 67% of the category overall. 5
top 10 product placements see web version of this page #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 6
top 100 Brands in 2017 movies see web version of this page Only 23 of 2017 s top 100 Brands were in the 2016 top 100. 37 of the top 100 Brands were car manufacturers. Electronics companies were the 2 nd most common type of Brands, followed by clothing, eyewear and food/drink Brands. Between them, these 100 Brands received over 500 million dollars worth of advertising value in 2017. Each Brand on this list got over $800,000 worth of advertising value from appearing in 2017 movies. 18 Brands have consistently made this top 100 list since 2014: Adidas Apple, Audi, BMW, Chevrolet, Chrysler, Dell, Dodge, Ford, Jeep, Land Rover, Mercedes, Nike, Ray- Ban, Samsung, Sony, Toyota and Under Armour. 4 Brands on this list are no longer in business: Hudson, Nash, Plymouth and Willys. All are defunct car manufacturers and appeared together in CARS 3. 7
top 10 Brands in 2017 movies #1 Lego got 99% of its value from its 2 eponymous movies: THE LEGO BATMAN MOVIE and THE LEGO NINJAGO MOVIE. It also appeared more discreetly in SPIDER- MAN: HOMECOMING. #2 Chevrolet appeared in 25 movies. Its biggest one was THE FATE OF THE FURIOUS which generated over 13 million dollars of advertising value and was the 3 rd biggest product placement of 2017. #3 Cutler and Gross got all 26 million dollars of its product placement value from KINGSMAN: THE GOLDEN CIRCLE. In the movie, most major characters wear their eyewear extensively. #4 Apple appeared in 22 movies and racked up well over an hour of screen time. Its biggest movie was KINGSMAN: THE GOLDEN CIRCLE. Apple was the #3 Brand in 2015 and 2016. #5 Ford appeared in 31 movies, more than any other Brand. Its biggest appearances were in SPIDER-MAN HOMECOMING, LOGAN and THE FATE OF THE FURIOUS. Ford was the #4 Brand in 2016 and #13 in 2015. see web version of this page #6 Sony appeared in 17 movies in the form of phones, TVs, headphones, camcorders and many more products. Its biggest appearance was as the iconic Walkman in GUARDIANS OF THE GALAXY VOL. 2. #7 Under Armour appeared in only 5 movies but got over 6 minutes of screen time in THE FATE OF THE FURIOUS and over 30 minutes in BAYWATCH. Both of these made our top 10 product placements of 2017. #8 Dodge appeared in 20 movies, but got over 50% of its yearly product placement advertising value from THE FATE OF THE FURIOUS. This was also the 6 th biggest product placement of the year. #9 Mercedes appeared in 17 movies including JUMANJI, GUARDIANS OF THE GALAXY VOL. 2, JUSTICE LEAGUE and THE FATE OF THE FURIOUS. All of which were among the highest grossing of the year. #10 Dell appeared in 13 movies but THE FATE OF THE FURIOUS and SPIDER-MAN HOMECOMING each accounted for 1/3 of its yearly product placement value. Dell was the leading Brand for monitors and laptops. 8
# of movies / total mentions top 10 Brands in 2017 movies dialogue see web version of this page 50 45 40 35 30 25 20 15 10 5 Bitch, your man is sleeping with a Instagram skank. - GIRLS TRIP Okay, so according to her Instagram feed Charlie's exgirlfriend is up ahead at the VIP bar. - KINGSMAN: THE GOLDEN CIRCLE Oh, I got different ipods for different days and moods. - BABY DRIVER Good night, dear children. Here are gift cards for itunes - A BAD MOMS CHRISTMAS 10 5 5 6 The fact that I'm not Instagramming this right now is insane. - JUMANJI 15 It's like traveling with Beyoncé...This is like traveling with Beyoncé - GIRLS TRIP You're that spider guy on YouTube, right? - SPIDER-MAN: HOMECOMING Join me, and together we'll build my new LEGO Death Star. - SPIDER-MAN: HOMECOMING Really? Because I brought a PowerPoint... Still boring! - THE LEGO BATMAN MOVIE You can purchase Ryan Pierce's latest New York Times Best Seller - GIRLS TRIP And maybe the Uber driver that I spat on last week. - HAPPY DEATH DAY 3 3 4 3 3 3 3 3 3 46 Why are they shooting at me?...maybe because you're in an Orange Lamborghini I don't know." - THE FATE OF THE FURIOUS He is trying to censor the goddamn New York Times - THE POST David Hasselhoff's in town - ATOMIC BLONDE And now, an a cappella group with a few YouTube clicks. - PITCH PERFECT 3 2 2 2 6 4 - Instagram Apple Star Wars Beyoncé Microsoft Uber Youtube The New York movies total mentions Times David Hasselhoff Lamborghini Instagram was the most prolifically mentioned Brand in 2017 movies. It came up in 5 movies for a total of 10 mentions. It was notably in the dialogue of GIRLS TRIP 5 times. Apple was also mentioned in 5 movies but only totalled 6 spoken occurrences in total. The only movie Apple came up more than once was A BAD MOMS CHRISTMAS Star Wars, Beyoncé, Microsoft, Uber and YouTube were all mentioned in 3 movies each. Star Wars was alluded to 11 times in WONDER. The New York Times was mentioned once in GIRLS TRIP and 45 times in THE POST. David Hasselhoff was mentioned once in ATOMIC BLONDE and 5 times in GUARDIANS OF THE GALAXY VOL. 2. 9
Thank you for reading. For any questions or further information please contact: Dominic Artzrouni at dominic.artzrouni@concavebt.com. about Concave Brand Tracking: We are a market research company highly specialized in recording and analyzing Brands presence and portrayal in entertainment. We have the ability to analyze all aspects of any Brand featured in music videos, movies and TV series and compare it with competitors.