Concave looks at product placement trends the biggest Brands in 2017 movies.

1. analyzing Brands’ presence and portrayal in entertainment
product placement in movies
2017 annual review
by

2. introduction
2
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

3. 82%
88%
80%
94%
920
1177
708
597
$600
$1,238
$434
$648
$380.1
$335.8
$343.4
$380.8
23%
20%
19%
22%
18.2
51.7
22.5
21.5
3
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
2016
2014
2015
• 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.
• 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.
• 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.

4. 4
top 10 product placement movies see web version of this page
top 50 movies at the 2017 US box office
#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
Under
Armour
top product cars toys glasses cars cars cars cars
motor-
cycles
cars t shirts

5. 5
top 10 products & their market leaders see web version of this page
top 50 movies at the 2017 US box office
#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.
#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.
#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.
#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.
#6 TVs – leader: Samsung
Samsung made up about 1/3 of the approximately
16 million dollars of advertising value generated
by TV product placement.
#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.
#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.
#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..
# 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.

6. top 10 product placements see web version of this page
top 50 movies at the 2017 US box office
#1
#2
#3
#4
#6
#5
#7
#8
#9
#10
6

7. 7
top 100 Brands in 2017 movies see web version of this page
top 50 movies at the 2017 US box office
• 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 2nd 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.

8. 8
top 10 Brands in 2017 movies see web version of this page
top 50 movies at the 2017 US box office
#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.
#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.
#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 3rd
biggest product placement of 2017.
#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.
#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.
#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 6th biggest
product placement of the year.
#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.
#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.
#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.
#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.

9. 5 5
3 3 3 3 3 2 2 2
10
6
15
4 3 3 3
46
6
4
-
5
10
15
20
25
30
35
40
45
50
Instagram Apple Star
Wars
Beyoncé Microsoft Uber Youtube The
New York
Times
David
Hasselhoff
Lamborghini
#ofmovies/totalmentions
movies total mentions
9
top 10 Brands in 2017 movies’ dialogue see web version of this page
top 50 movies at the 2017 US box office
• 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.
• 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.
• 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.
“You're that spider guy on
YouTube, right?”
- SPIDER-MAN: HOMECOMING
“Bitch, your man is sleeping
with a Instagram skank.”
- GIRLS TRIP
“Okay, so according to her
Instagram feed… Charlie's ex-
girlfriend is up ahead at the VIP bar.”
- KINGSMAN: THE GOLDEN CIRCLE
“Oh, I got different iPods for different
days and moods.“
- BABY DRIVER
“And now, an a
cappella group with a
few YouTube clicks.”
- PITCH PERFECT 3
“Join me, and
together…we'll build my
new LEGO Death Star.”
- SPIDER-MAN: HOMECOMING
“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
“Why are they shooting at
me?...Maybe because you're
in an Orange Lamborghini I
don't know."
- THE FATE OF THE FURIOUS“It's like traveling with Beyoncé...This
is like traveling with Beyoncé”
- GIRLS TRIP
“He is trying to censor the
goddamn New York Times”
- THE POST
“David Hasselhoff's in town”
- ATOMIC BLONDE
“The fact that I'm not Instagramming this right now is insane.”
- JUMANJI
“Good night, dear children.
Here are gift cards for iTunes”
- A BAD MOMS CHRISTMAS
“Really? Because
I brought a
PowerPoint...
Still boring!”
- THE LEGO
BATMAN MOVIE

10. 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.