Concave Brand Tracking looks at the top 10 product placement Brands in 2017 movies. 
11th April 2018 
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. The following is the top 10 Brands, ranked by their total advertising value. Check out the full top 100 list here. 

#10 Dell 

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. 

#9 Mercedes 

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. 

#8 Dodge 

Dodge appeared in 20 movies but got over 50% of its yearly product placement advertising value from THE FATE OF THE FURIOUS. This collaboration was also the 6th biggest product placement of the year. 
In 2016, Dodge was the 9th biggest product placement Brand in movies. 

#7 Under Armour 

Under Armour appeared in only five 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. 
66% of Under Armour’s product placement value comes from being worn by Dwayne “The Rock” Johnson and 97% came from movies he starred in. 
In 2016 movies, Under Armour was only the 42nd most visible product placement Brand. Notably, Dwayne Johnson did not wear the Brand in his only live action movie that year, CENTRAL INTELLIGENCE. 

#6 Sony 

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. 

#5 Ford 

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. 

#4 Apple 

Apple appeared in 22 movies and racked up well over an hour of screen time. Its biggest movie was KINGSMAN: THE GOLDEN CIRCLE. 
Apple got almost 60% of its value from its iPhones, which also made up 50% of all phones in 2017 movies. 

#3 Cutler and Goss 

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. 
Cutler and Gross did not appear in any major movies in 2016 but was the #4 Brand in 2015 when the first KINGSMAN movie came out. 

#2 Chevrolet 

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. 

#1 Lego 

Lego got 99% of its value from its two eponymous movies: THE LEGO BATMAN MOVIE and THE LEGO NINJAGO MOVIE. It also appeared more discreetly in SPIDER-MAN: HOMECOMING. 
The two LEGO movies were among the top 10 product placement of 2017 and added up to over 85 million dollars in 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 
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. 
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