P2P Value For Product Placement Brands
Posted on 7th March 2019
Concave Brand Tracking has partnered up with Nahuru to better understand the value generated by product placement in the peer-to-peer download space.
7th March 2019
Viewing habits have changed. And a big part of this is a shift in where viewers are watching their entertainment. With this in mind, Concave Brand Tracking has partnered up with Nahuru – a data analytics company focusing on audience measurement – to better understand the value generated by product placement in the peer-to-peer streaming space.
By combining Nahuru’s recently published ranking of the top 10 most downloaded movies in 2018 with Concave Brand Tracking’s data regarding the brands in these movies, we have determined how much total product placement value each of these movies generated via downloads and the top 10 brands across these 10 movies.
The Top 10 Movies
Concave determines a movie’s total product placement value by combining the exposure of every single brand that appeared, the cost of traditional TV advertising and the number of viewers. In this case, the viewership figures are those from P2P downloads and are sourced from Nahuru.
Despite only having the 6th most downloads, with over 40 brands that combined for almost 45 minutes of screen time, ANT-MAN AND THE WASP generated almost 11 million dollars’ worth of product placement advertising value. Dell, Mercedes-Benz, Samsung and Hyundai were all among the biggest brands.
MISSION: IMPOSSIBLE – FALLOUT contained slightly less product placement than ANT-MAN AND THE WASP, and with slightly fewer downloads it had 2nd most advertising value for brands, over 10 million dollars’ worth. BMW and Apple received over 1/3 of this between them.
RAMPAGE and DEADPOOL 2 had the 3rd and 4th most downloads, respectively. With DEADPOOL 2 providing more exposure for brands, we find it to be the 3rd biggest product placement vehicle in terms of P2P downloads. RAMPAGE follows at #4.
Even though INFINITY WARS and BLACK PANTHER had the most downloaded in this list, the former only had 7 minutes of screen time showing brands and BLACK PANTHER had just over 16. This is less than any other movie on this list (except for THOR: RAGNAROK). But given how much they were downloaded, they still generated over 5 million dollars for their brands. Toyota was the biggest brand in BLACK PANTHER while Dita was in INFINITY WARS.
JUMANJI, READY PLAYER ONE, TOMB RAIDER and THOR: RAGNAROK round up our top 10, generating over 10 million dollars’ worth of product placement advertising value between them.
The Top 10 Product Placement Brands
Across these 10 movies, over 170 brands appeared. Some in just one movie and some in nearly all of them. Here we look at the top 10 brands, ranked by their total advertising value across all 10 movies.
#1 Dell got over 4 million dollars’ worth of advertising value across 6 of the 10 movies. Its biggest movie was ANT-MAN AND THE WASP which accounted for nearly half.
#2 Ford appeared in all the movies except for JUMANJI. They combined for nearly 3 million dollars’ worth of advertising value with DEADPOOL 2 being Ford’s biggest movie.
#3 BMW appeared in 7 movies. However, MISSION: IMPOSSIBLE – FALLOUT accounted for 92% of the 2.5 million dollars of exposure it got.
#4 Samsung had 2.5 million dollars of advertising value across 5 movies: RAMPAGE, ANT-MAN AND THE WASP, AVENGERS INFINITY WAR, DEADPOOL 2 and THOR RAGNAROK
#5 Sony got almost a million dollars of value from TOMB RAIDER and a combined 2.3 million across 4 of the 10 movies.
#6 Toyota appeared in all of this list’s movies except THOR: RAGNAROK, but BLACK PANTHER was by far its biggest movie.
#7 Old Focals were the glasses worn by Michael Douglas in ANT-MAN AND THE WASP. They appeared in that single movie, but as they did so for almost 8 minutes of screen time, they got 1.7 million dollars’ worth of advertising value.
#8 Apple appeared in 5 of the 10 movies and got over half of its 1.7 million dollars of advertising value from MISSION: IMPOSSIBLE – FALLOUT.
#9 Mercedes-Benz appeared in 7 movies, but got almost all of its value from ANT-MAN AND THE WASP and AVENGERS: INFINITY WAR.
#10 AOC combined appearances in RAMPAGE, DEADPOOL 2 and BLACK PANTER for over 1.2 million dollars’ worth of product placement advertising value.
If you would like to find out more about your Brand’s ranking or are simply interested in more information on our methodology, data or services-
Please contact us at info@concavebt.com
Nahuru is an audience measurement service for the entertainment industry. We collect P2P data across the globe delivering an alternative perspective in viewing habits of digital Film or TV content.
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