Categories
Movies News

top 10 product placement categories & their Brand leaders

Concave Brand Tracking looks at the top 2017 categories of product placement and the Brand leader for each.

Read More

Concave Brand Tracking has manually combed through the top 50 movies at the US box office for 2017, recording every Brand that appeared. 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 2017 movie product placements.

We recorded around 230 different types of products from almost 600 Brands. Here we look at the 10 most common types of products and the Brands that led each category.

#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.

product placement product category brand leader concave brand tracking bags jansport nike high sierra deuter jumaji wonder jumaji spiderman homecominf

#9 laptops – leader: Dell

Dell 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.

product placement product category brand leader concave brand tracking laptops dell spiderman homecoming apple imac kingsman the golden circle razer ludacric the fate of the furious getac baywatch

Dell was also the 10th biggest Brand in 2017 movies overall.

 

#8 t shirt – leader: Under Armour

Many different Brands of t shirts were recorded, but Under Armour led the pack with 44% of the market.

Under Armour was also the 7th biggest product placement Brand of 2017 and had two of the ten biggest single movie product placement movies of the year.

Other Brands that appeared in the form on t shirts included Metallica, Nike, Duran Duran and Harvard University.

T shirts product placement product category brand leader concave brand tracking metallica IT dwayne the rock honson under armour duran duran the fate of the furious thor ragnarok harvard lego movie batman

#7 sunglasses – leader: Cutler and Gross

Cutler and gross led the sunglasses category. Other sunglasses Brands included Ray-Ban, Randolph Engineering, Gucci, Initium and Sama Syd.

product placement product category brand leader concave brand tracking sunglasses cutler and gross, kigsman the golden circle ray-ban ray ban the fate of the furious Sama Syd baywatch

Cutler and Gross was the 3rd biggest Band in 2017 movies and its appearance in KINGSMAN: THE GOLDEN CIRCLE was the 2nd biggest single movie product placement of the year.

 

#6 TVs – leader: Samsung

Samsung made up about 1/3 of the approximately 16 million dollars of advertising value generated by TV product placement.

Other major TV Brands in 2017 movies were Sony, Hisense, LeTV and Insignia.

product placement product category brand leader concave brand tracking TV Tvs television samsung girls trip the post sony insignia baywatch

 

#5 monitors – leader: Dell

A dozen Brands of monitors appeared in 2017 movies, but Dell led the category with 37% of its overall value.

Between its dominance of the laptop and monitor product categories, Dell was the 10th biggest product placement Brand of 2017.

Asus, Samsung, Sony and others also appeared in 2017 movies in the form of monitors.

product placement product category brand leader concave brand tracking monitor computer split dell asus the fate of the furious

#4 phones – leader: Apple

product placement product category brand leader concave brand tracking Apple iphones girls trip

Apple dominated the mobile phone category with its iPhones getting 50% of the generated advertising value. This largely contributed to Apple being the #4 product placement Brand if 2017.

Other phones Brands in 2017 movies included Sony, Samsung and Microsoft.

mobile phones product placement product category brand leader concave brand tracking get out microsoft sony jumanji samsung justice league

 

#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 with its appearance in KINGSMAN: THE GOLDEN CIRCLE. This was the 2nd biggest product placement of 2017 and made Cutler and Gross the #3 Brand in 2017 movies.

Other glasses Brands in 2017 movies included Moscot, Orgreen, Ray-Ban, Tom Ford and Oliver Peoples.

eyewear glasses product placement product category brand leader concave brand tracking cutler and gross kingsman the golden circle tom ford transformers the last knight moscot get out

 

#2 toys – leader: Lego

The toy category was dominated by Lego, with 99.8% of the market share. Lego’s apperances in THE LEGO BATMAN MOVIE and THE LEGO NINJAGO MOVIE were among the biggest product placements of 2017 and made Lego the #1 Brand of the year.

Other Brands that appeared included Eth A Sketch and Star Wars.

toys product placement product category brand leader concave brand tracking etch a sketch boss baby lego the lego batman movie spiderman homecoming death star

#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. Chevrolet was also the #2 Brand overall in 2017 movies.

product placement product category brand leader concave brand tracking cars car Chevrolet 2017 movies logan the fate of the furious a dog's purpose

Ford, Dodge, Mercedes and Chrysler were also among the top car Brands.

product placement product category brand leader concave brand tracking cars cars ford logan dodge justice league mercedes mercedes-benz chysler logan

 

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.

disclaimer: Concave Brand Tracking does work with certain Brands in this article. 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.