Concave Brand Tracking recorded over 1,200 product placement brands across the 50 most-watched movies of 2021 (factoring in both theatrical and non-theatrical views). Then, using an in-house model that factors mentions, screen time, product discernibility, logo/name visibility, and global viewership, we calculated the advertising value of all brands. In this way, we ranked the top 100 brands in 2021 films and took a closer look at the top 10 brands. But the #1 most prominent brand in 2021 movies was Dell!
The Dell Technologies brand got more product placement value than any other with a comfortable margin. It got 23% more than the runner-up, Nike.
Dell is part of an elite group of brands that have always been among the top 10 most visible brands in film since we began publishing the top 100 list. It even topped the list in its first year, in 2016.
Dell’s historical ranking in Concave’s top 100 brands in film list:
While Dell appeared in 52% of 2021 films. Five of the top 10 brands were in more. So it owes its #1 spot to having more screen time than any other brand. In fact, in 2021, Dell got more screen time in the top 50 most-watched movies than any other brand since 2017, except for Lego in 2017, when both THE LEGO BATMAN MOVIE and THE LEGO NINJAGO movies came out.
Dell’s best movie was THE GUILTY, worth 47.5 million dollars. Its second-biggest film was DON’T LOOK UP, which was worth 22.2 million dollars. These were the third and ninth most valuable placements in 2021 movies.
Dell was also among the most visible brands in NO TIME TO DIE, FREE GUY, F9, RED NOTICE, THE MATRIX RESURRECTIONS, SPIDER-MAN: NO WAY HOME, and SPACE JAM: A NEW LEGACY. With many of these films being among the most-watched of the year, Dell’s average viewership was third-best among the brands on this list. Only Tom Davies and Sony were higher, and they both appeared in far fewer films.