Concave Brand Tracking has manually combed through the top 100 movies at the US box office for 2018, recording every brand that appeared or was mentioned. We also measured how visible the product placements were, how long they were on screen for and how much advertising value they generated, as well as an array of contextual data regarding brands’ portrayal.
Using an in-house model which factors screen time, product discernibility, logo/name visibility and movie ticket sales Concave Brand Tracking has determined the total global value each brand got from its 2018 movie product placements.
We recorded around 300 different types of products from almost 1300 brands. The following is the top 10 brands, ranked by their total advertising value. Check out the full top 100 list here.
AOC – a Taiwanese electronics company – has gradually built itself into a significant player in the product placement field.
Back in 2015 AOC starred in THE MARTIAN (2015), with over 20 minutes of screen time which generated over 17 million dollars in advertising value for the brand. This single movie was enough to make AOC the 14th biggest product placement brand that year.
In 2016 it appeared in INDEPENDENCE DAY: RESURGENCE and received well over a million dollars of advertising value. AOC was the 45th biggest product placement brand that year.
But after only appearing in a single major movie some years, AOC finally broke into Concave Brand Tracking’s top 10 with a strong portfolio of 2018 movies. Indeed, AOC’s monitors appeared in 8 films last year including box office juggernauts such as BLACK PANTHER and RAMPAGE. But AOC’s most prominent movie was VENOM. Between it grossing over 850 million dollars worldwide and its monitors having almost 13 minutes of screen time, AOC got over 7 million dollars of product placement advertising value. This appearance was in fact, the 5th biggest single movie product placement of 2018.
While Nike is one of the most recognized brands in the world, its product placement presence varies from year to year. For instance, in 2016 it was only the 63rd biggest product placement brand in movies, appearing in a handful of movies, but none of them providing more than half a million dollars in value. But in 2015 Nike was the 6th most visible brand in movies with major appearances in CREED, PITCH PERFECT 2 and JURASSIC WORLD.
In 2018 Nike, was the 9th biggest brand. It did this by appearing in 37 of the 100 highest-grossing movies of the year. While many of these were minor, such as in VICE or SECOND ACT, 4 films generated over a million dollars each: CREED II, THE MEG, UNCLE DREW and its biggest movie by far SPIDER-MAN: INTO THE SPIDER-VERSE. Nike in this last movie was the 20th biggest single movie product placement of 2018.
Note: Concave has classified Jordan shoes as part of both Nike and the Air Jordan Brand. However, Air Jordan clothing, like in CREED II, only counts as Air Jordan and not as Nike. As such Nike is the 9th most visible brand in movies and Air Jordan is 20th.
In terms of Nike’s competitors, Adidas came in at #16 and Under Armour at #99.
Toyota appeared in a staggering 55% of movies in 2018. This omnipresence is what has kept Toyota in Concave top 30 brands in recent years. But in 2018, with almost 5 minutes of screen time in BLACK PANTHER – which was the 2nd highest-grossing movie worldwide of the year – Toyota finally cracks the top 10. Indeed, this appearance generated over half of all of Toyota’s yearly product placement value and was 2018’s 3rd biggest single movie product placement.
A STAR IS BORN and BOHEMIAN RHAPSODY propelled a handful of music-related brands into our top 100, but Shure was the biggest winner. Indeed, Lady Gaga and Rami Malek used their microphones in their respective movies, which accounted for 96% of Shure’s 2018 product placement value.
It also had smaller appearances in I CAN ONLY IMAGINE, A QUIET PLACE and WIDOWS.
In past years Shure has appeared in such movies as GIRLS TRIP, PITCH PERFECT 3 and THE BIG SHORT.
BMW appeared in 37 of the 100 highest-grossing movies in 2018. These included RED SPARROW, ANT-MAN AND THE WASP, THE EQUALIZER and BUMBLEBEE. But it was its product placement in MISSION: IMPOSSIBLE – FALLOUT that boosted BMW into the top 10, after being 21st in 2017, 18th in 2016 and 15th in 2015.
Furthermore, BMW in MISSION: IMPOSSIBLE – FALLOUT was the #1 most successful product placement in 2018 movies. With the movie grossing nearly 800 million dollars worldwide and BMW getting over 8 minutes of screen time between its cars and motorcycles, this partnership generated over 11 million dollars for BMW. The integration also associated the BMW brand with action, speed and agility as well as with the star of the movie, Tom Cruise.
Interestingly, BMW’s placement in MISSION: IMPOSSIBLE – FALLOUT is its second most successful one in the past five years. The only movie that created even more advertising value for the brand was MISSION: IMPOSSIBLE – ROGUE NATION. This is a testament to the close relationship is between the company and the franchise and how important it is for BMW overall branded entertainment strategy. Other car manufacturers have similar relationships with huge franchises. Examples include Fiat Chrysler in the FAST & FURIOUS franchise, GM in the TRANSFORMERS series and Audi in the IRON MAN / AVENGERS movies.
Chevrolet appeared in 54% of movies in 2018, of which 10 generated over half a million dollars in product placement value and four over a million. Its biggest movies were AQUAMAN and BUMBLEBEE. Interestingly in both of these, Chevrolet is showcased in the form of its older vehicles. In AQUAMAN, Jason Momoa drives a 1983 Chevrolet truck and BUMBLEBEE features a 1977 Camaro, a 1981 Caprice and a 1959 Corvette among other period cars.
Chevrolet has consistently been in Concave top 10 in recent years. It was #2 in 2014 and 2017, #9 in 2015 and #5 in 2016.
For 2018 Chevrolet was the best GM brand in terms of product placement value generated in movies. Cadillac ranked #13, GMC #61 and Buick #147.
Sony ranked #3 and #2 in 2014 and 2015, respectively. It then dropped out of the top 10 in 2016 before returning at #6 in 2017 and re-entering the top 5 in 2018. One potential explanation for this fluctuation was the discontinuation of Sony’s computer division in 2014. While it took a few years for this to show in its product placements, in 2018 Sony monitors, laptops or computers no longer appeared on screen. Given that these products made up roughly 1/3 of all Sony’s product placement in 2014 and 2015 it had to fill this gap as it phased out its computers. In 2018, TVs were Sony’s main product, accounting for 44% of its total product placement value. Mobile phones, headphones, camcorders and tablets were also among Sony’s vast array of products to appear in films.
In 2018, Sony appeared in 28 movies of which 8 generated over a million dollars in product placement advertising value. VENOM was Sony’s biggest movie and the placement was the 19th biggest one of 2018. From a historical point of view, Sony’s integration in VENOM was of similar value as in THE AMAZING SPIDER-MAN (2012) and JUMANJI: WELCOME TO THE JUNGLE (2017).
Ford appeared in 75 of the top 100 movies of 2018, more than any other brand. For further context, some of the films that Ford was absent from include ISLE OF DOGS, SOLO: A STAR WAR STORY and SMALLFOOT. All are movies that had no brands at all. While there are a couple of exceptions, Ford virtually appeared in any movie that had cars in it, even if only for a small amount of screen time. Indeed, Ford had under a minute of screen time in 46 of its 75 movies. Conversely, Ford had nearly 10 minutes of screen time in SICARIO: DAY OF THE SOLDADO and 7 minutes in DEN OF THIEVES.
While it appeared in DEADPOOL 2 for less screen time than the above, it was this movie that generated the most product placement value for Ford. 6 other films, including THE MULE, BUMBLEBEE and RAMPAGE provided Ford with over a million dollars in advertising value.
By being the #3 brand overall and the #1 car brand in 2018, Ford improves on last year where it was the #5 brand overall and the #2 car brand, behind Chevrolet.
Dell appeared in 38 movies with 8 generating over a million dollars. Its biggest movies were ANT-MAN AND THE WASP, READY PLAYER ONE and MISSION: IMPOSSIBLE – FALLOUT. Dell has consistently been in the top 10 since 2015. It was #10 in 2017 and #1 in 2016.
Dell got most of its visibility from laptops and monitors and was the most visible brand for both these product categories. Dell monitors accounted for 40% of all value generated by monitor product placement in 2018 movies. AOC followed with 30%. In terms of laptops, Dell accounted for 33% of all laptop value, followed by Apple with a 29% market share
With over 3 ½ hours of screen time across 52 movies, Apple was the most visible product placement brand in 2018 film. While Apple has consistently been in this top 10 in recent years, it is the first time it has been #1 since Concave Brand tracking started compiling data in 2014. Apple got the most value from its mobile phones appearing on screen followed by its computers, laptops and tablets.
Unlike many brands in this top 10, Apple’s value is quite spread out across its movies, rather than having one or two make up a significant percentage, like BMW or Shure. No one movie accounted for 20% or more of Apple total value. Its top 3 were JURASSIC WORLD: FALLEN KINGDOM, SEARCHING and MISSION: IMPOSSIBLE – FALLOUT and all three of these were among the top 20 most visible product placements of 2018.
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 firstname.lastname@example.org.
disclaimer: Concave Brand Tracking does work with certain Brands in this top 10. However, as a market research company, our methodology is entirely objective. We are a 3rd party that provides insights into the presence and portrayal of Brands in entertainment. We are not directly involved in our client’s strategic planning or the process of coordinating product placements.