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top 10 Brands
in summer 2015 #1 movies
featuring:
analyzing Brands’ presence and portrayal in entertainment
introduction
2
Concave Brand Tracking is a new market research company specialized in recording and analyzing
Brands’ presence and portrayal in entertainment. This includes movies, TV and music videos.
Our data covers not only how much screen time Brands are getting, how visible their products are or
whether their logos are visible, but also the demographics of the individuals using the Brands as well as
where and how they are using them.
Concave Brand Tracking collects data on all commercial Brands and as such our analytics are always
presented in a competitive context. For instance, we can show Brands how much screen time they are
getting and how this compares to their competitors. We analyze the ages, genders and ethnic breakdowns
of individuals using the products and again compare this to other Brands. Finally, our contextual analysis
measures what the portrayal of a Brand expresses about it. Is a car Brand being associated with speed and
luxury, or safety and family travel? Is a beer Brand being associated with relaxing in the countryside or
partying in a nightclub?
Our data fuels custom competitive analysis which looks at every one of these important aspects of Brands’
presence and portrayal in all entertainment, including movies.
The following report focuses specifically on the Brands that received the most exposure across this
summer’s #1 movies at the US box office.
To learn more about Concave Brand Tracking and our services,
please contact Dominic Artzrouni at [email protected].
table of contents
3
1. methodology page 4
2. year-on-year comparison – Brands page 7
3. year-on-year comparison – movies page 8
4. #10 Los Angeles Dodgers page 9
5. #9 Ford page 10
6. #8 Beats by Dre page 11
7. #7 Mercedes-Benz page 12
8. #6 Nike page 13
9. #5 Apple page 14
10. #4 Chevrolet page 15
11. #3 BMW page 16
12. #2 Adidas page 17
13. #1 Samsung page 18
14. top 10 Brands – movies grid page 20
15. top 10 Brands – data breakdown page 21
methodology – sample
4
Concave Brand Tracking has combed through all the live action movies that were #1 at the US box office
for at least a week this summer, recording all recognizable Branded products that appeared in them. The
resulting sample, which this report looks at, is made up of 10 movies.
The exact time period this report covers is from week 14 of 2015, when FURIOUS 7 topped the box office,
to week 35, when STRAIGHT OUTTA COMPTON was the highest weekly grossing movie. INSIDE OUT
and MINIONS have been excluded from the sample as they are animated movies.
The 2014 comparison sample also covers weeks 14 through 35, starting with CAPTAIN AMERICA: THE
WINTER SOLDIER and ending with GUARDIANS OF THE GALAXY.
Box office figures are accurate as of the 10th of September 2015.
movie US total gross * tickets sold* movie US total gross tickets sold
JURASSIC WORLD 648,990,716$ 77,352,886 GUARDIANS OF THE GALAXY 333,176,600$ 40,780,490
AVENGERS: AGE OF ULTRON 458,582,882$ 54,658,270 CAPTAIN AMERICA: THE WINTER SOLDIER 259,766,572$ 31,795,174
INSIDE OUT 351,643,444$ 41,912,210 TRANSFORMERS: AGE OF EXTINCTION 245,439,076$ 30,041,503
FURIOUS 7 351,032,910$ 41,839,441 MALEFICENT 241,410,378$ 29,548,394
MINIONS 331,681,250$ 39,532,926 X-MEN: DAYS OF FUTURE PAST 233,921,534$ 28,631,767
MISSION: IMPOSSIBLE – ROGUE NATION 188,463,250$ 22,462,843 DAWN OF THE PLANET OF THE APES 208,545,589$ 25,525,776
PITCH PERFECT 2 183,785,415$ 21,905,294 THE AMAZING SPIDER-MAN 2 202,853,933$ 24,829,123
ANT-MAN 176,312,099$ 21,014,553 GODZILLA 200,676,069$ 24,562,554
STRAIGHT OUTTA COMPTON 155,897,995$ 18,581,406 22 JUMP STREET 191,719,337$ 23,466,259
SAN ANDREAS 154,831,320$ 18,454,269 TEENAGE MUTANT NINJA TURTLES 191,204,754$ 23,403,275
SPY 110,654,743$ 13,188,885 NEIGHBORS 150,157,400$ 18,379,119
TOMORROWLAND 93,417,865$ 11,134,430 LUCY 126,663,600$ 15,503,501
THE FAULT IN OUR STARS 124,872,350$ 15,284,253
THE OTHER WOMAN 83,911,193$ 10,270,648
2014
* As of September 10th 2015.
2015
methodology – visibility calculation
5
In order to calculate the visibility of a particular Brand, as well as the total visibility provided to all Brands in
a particular movie we use an in-house algorithm.
The 3 Brand metrics in our algorithm are screen time, product discernibility and logo/name visibility. We
then add data relating to how successful the movies were at the US box office.
We combine these two types of data in order to quantify how visible a Brand is on screen, but also how
many people actually watched the movie and hence saw the Brand in it.
US box office figures
methodology – data collection
6
product breadth
We record all identifiable products from consumer Brands, with the exception of firearms. We consider a
product identifiable as long as it is visible enough to differentiate it from a competitor.
screen time
This is the exact time that a Brand’s product spends on screen. In a case where multiple products from one
Brand are shown simultaneously, then each product is assigned its own screen time.
discernibility
background: The product is identifiable but not at the forefront of the shot.
discreet: When it seems likely people will not see the product, but the it is still present at the forefront of the
shot. The product will usually only occupy a small part of the screen and/or will only be partly visible.
subtle: The product is used at the forefront of a scene but is not being shown in an obvious way.
obvious: The purpose of the shot is clearly to show the product, but it does not occupy ¼ or more of the
screen.
close-up: A product occupies ¼ or more of the screen. The exceptions are large products such as cars or
planes. For these products, a close-up shot must focus onto a specific part of the product, such as the logo
or differentiating feature.
logo/name visibility
If during a sighting a Brand’s logo, name or product name is clearly seen, then the sighting is recorded as
having the logo/name visible. It does not mean that the logo was visible during the entire sighting.
year-on-year comparison – Brands
7
Though only appearing in STRAIGHT OUT OF COMPTON (2015), the Los Angeles Dodgers Brand was
more visible than any other Brand this summer, before accounting for ticket sales. Once these are factored
in, Samsung is the most visible Brand in summer 2015 movies. Chevrolet held the #1 position in 2014.
The new entrants in 2015’s summer top 10 are Los Angeles Dodgers, Beats by Dre, Adidas and BMW. The
dropouts since 2014 are Sony, Under Armour, Ray-Ban and Cadillac.
Samsung, Chevrolet, Apple, Nike, Mercedes-Benz and Ford all ranked in the top 10 both in 2014 and 2015.
0.0 0.2 0.4 0.6 0.8 1.0
Los Angeles Dodgers
Ford
Beats by Dre
Mercedes-Benz
Nike
Apple
Chevrolet
BMW
Adidas
Samsung
2015
visibility x ticket
visibility
0.0 0.2 0.4 0.6 0.8 1.0
Cadillac
Mercedes-Benz
Samsung
Nike
Ray Ban
Under Armour
Apple
Ford
Sony
Chevrolet
2014
0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0
Los Angeles Dodgers
Ford
Beats by Dre
Mercedes-Benz
Nike
Apple
Chevrolet
BMW
Adidas
Samsung
2015
total Brand visibility -adjusted for US ticket sales
total Brand visibility
Brand visibility, indexed to highest in 2015
top 10 Brands - weekly #1 US box office movies - summer (weeks 14-35) 2015 vs. 2014
0.05
0.14
0.11
0.16
0.24
0.21
0.09
0.13
0.21
1.00
0.01
0.04
0.05
0.07
0.11
0.12
0.15
0.18
0.31
1.00
0.00 0.25 0.50 0.75 1.00
TOMORROWLAND
SPY
ANT-MAN
PITCH PERFECT 2
MISSION: IMPOSSIBLE ROGUE NATION
SAN ANDREAS
AVENGERS:AGE OF ULTRON
JURASSIC WORLD
FURIOUS 7
STRAIGHT OUTTA COMPTON
2015 summer movies
0.02
0.08
0.05
0.05
0.07
0.13
0.19
0.14
0.30
0.29
0.17
0.32
0.37
0.00
0.02
0.03
0.04
0.05
0.07
0.08
0.20
0.22
0.25
0.27
0.42
0.79
0.00 0.25 0.50 0.75 1.00
GUARDIANS OF THE GALAXY
DAWN OF THEPLANET OF THE APES
GODZILLA
X-MEN: DAYSOF FUTURE PAST
TEENAGE MUTANT NINJA TURTLES
LUCY
THE OTHER WOMAN
CAPTAIN AMERICA:THE WINTER SOLDIER
NEIGHBORS
THE FAULT IN OUR STARS
THE AMAZINGSPIDER-MAN 2
22 JUMP STREET
TRANSFORMERS:AGE OF EXTINCTION
2014 summer movies
year-on-year comparison – movies
8
Concave Brand Tracking found STRAIGHT OUTTA COMPTON to have more Brand visibility than any other
movie in our database. As such it also had far more Brand visibility than any other movie in either summer
2015 or 2014, even after adjusting for box office results. MISSION: IMPOSSIBLE – ROGUE NATION was
the 2nd most Brand-filled movie of summer 2015, though FURIOUS 7 offered Brands the 2nd most Brand
visibility once box office figures were factored in.
TRANSFORMERS: AGE OF EXTINCTION gave Brands the most exposure in 2014, especially when
factoring ticket sales. 22 JUMP STREET came in 2nd in both metrics in 2014.
0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0
Los Angeles Dodgers
Ford
Beats by Dre
Mercedes-Benz
Nike
Apple
Chevrolet
BMW
Adidas
Samsung
2015
total Brand visibility -adjusted for US ticket sales
total Brand visibility
total Brand visibility - weekly #1 US box office movies - summer (weeks 14-35) 2015 vs. 2014
Brand visibility – indexed to highest in 2015
9
#10 Los Angeles Dodgers # of movies: 1 average movie gross: 156 M total screen time: 22 minutes and 49 seconds
logo/name visibility: 92% discernibility: 100% subtle
Despite only appearing in STRAIGHT OUT OF COMPTON, the Los Angeles Dodgers Brand was actually
more visible than any other Brand this summer before accounting for ticket sales.
The Brand had close to 23 minutes of screen time, 100% subtle discernibility and its logo was visible in
92% of its screen time. All this in a single movie. This ranks as one of the most visible appearances by a
Brand of all time. The only Brand that has appeared more visibly in a single movie in Concave Brand
Tracking’s database is the Lego Brand in THE LEGO MOVIE (2014).
The Raiders, Chicago White Sox and MLB Brands also had similarly high amounts of visibility in
STRAIGHT OUT OF COMPTON (2015). They rank 11th, 13th and 14th respectively in this summer’s ranking,
just outside the top 10.
Despite its immense visibility in STRAIGHT OUT OF COMPTON (2015), the Los Angeles Dodgers Brand
does not appear higher in this summer’s ranking due to the gangster rap biopic being the 4th lowest
grossing weekly #1 movie of the summer. Hence, Brands with less visibility, but which appeared in multiple
more successful movies, rank higher.
The Los Angeles Dodgers Brand did not appear in any 2014 #1 summer movies.
10
#9 Ford (↓ from #3) # of movies: 7 average movie gross: 225 M total screen time: 4 minutes and 28 seconds
logo/name visibility: 36% discernibility: 26% background/discreet – 73% subtle – 1% obvious/close-up
Though it did not star in any summer movies – unlike other car Brands in this top 10 – Ford combined
significant appearances in SAN ANDREAS, ANT-MAN and FURIOUS 7 as well as minor appearances in 4
other movies for almost 4 ½ minutes of total screen time.
Ford was mostly seen subtly this summer but had a logo/name visibility of 36% and the movies it appeared
in only grossed 225 M at the US box office, on average. These last 2 metrics were both below the average
of this top 10. All in all, this lands Ford as the 9th most visible Brand in 2015 summer movies. This is down
from #3 in 2014, when Ford appeared in 12 of the 14 weekly #1 summer movies.
30% 29%26%
5% 5%2% 3%
37%32%
15%
7% 5% 4%1%
0%
10%
20%
30%
40%
SANANDREAS
ANT-MAN FURIOUS 7 STRAIGHTOUTTA COMPTON
PITCHPERFECT 2
TOMORROWLAND AVENGERS:AGE OF ULTRON
Ford Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
44%37%
15%
4% 1%
21%
61%
10% 7%1%
0%
20%
40%
60%
80%
JURASSIC WORLD PITCH PERFECT 2 AVENGERS: AGE OFULTRON
STRAIGHT OUTTACOMPTON
FURIOUS 7
Beats by Dre Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
11
#8 Beats by Dre (↑ from #77) # of movies: 5 average movie gross: 360 M total screen time: 3 minutes and 3 seconds
logo/name visibility: 87% discernibility: 30% background/discreet – 68% subtle – 2% obvious/close-up
Beats by Dre has long been a giant of product placement in music. However in 2014 it made its entrance
into movies with a very visible appearance in TRANSFORMERS: AGE OF EXTINCTION. Overall, Beats by
Dre was the 77th most visible Brand in 2014 #1 US summer movies. Summer 2015 saw Beats by Dre
reaching new heights of visibility in movies as the 8th most visible Brand.
The Brand appeared in 5 weekly #1 movies, though it only received around 3 minutes of total screen time.
However, Beats by Dre had the 2nd highest logo/name visibility and the highest average domestic box office
gross. The headphones Brand appeared in JURASSIC WORLD, AVENGERS: AGE OF ULTRON and
FURIOUS 7, by far the 3 highest grossing live action movies of the summer.
12
#7 Mercedes-Benz (↑ from #9) # of movies: 5 average movie gross: 345 M total screen time: 4 minutes and 8 seconds
logo/name visibility: 67% discernibility: 25% background/discreet – 75% subtle
Though appearing in 5 different #1 movies this summer, Mercedes-Benz got most of its visibility in
JURASSIC WORLD in which it starred alongside Samsung. The Brand also had a significant appearance in
FURIOUS 7 and one its Actros trucks featured in an AVENGERS: AGE OF ULTRON action sequence.
Despite only receiving about 4 minutes of screen time across its 5 movies, Mercedes-Benz is the 7th most
visible Brand of the summer due to high logo/name visibility and the 2nd highest average gross for the
movies it was in. This is up from #9 in the summer of 2014, where it appeared in more movies. However,
none of them did nearly as well as JURASSIC WORLD, FURIOUS 7 or AVENGERS: AGE OF ULTRON.
79%
16%
3% 1% 1%
64%
24%
4% 4% 4%
0%
20%
40%
60%
80%
JURASSIC WORLD FURIOUS 7 AVENGERS: AGE OFULTRON
STRAIGHT OUTTACOMPTON
SPY
Mercedes-Benz Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
13
#6 Nike (↑ from #7) # of movies: 5 average movie gross: 264 M total screen time: 7 minutes and 58 seconds
logo/name visibility: 78% discernibility: 23% background/discreet – 77% subtle
50%
37%
11%
2% 0.2%
51%44%
3% 2% 0.3%0%
10%
20%
30%
40%
50%
60%
PITCH PERFECT 2 STRAIGHT OUTTACOMPTON
JURASSIC WORLD SAN ANDREAS ANT-MAN
Nike Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
Nike got significant exposure throughout PITCH PERFECT 2 and STRAIGHT OUTTA COMPTON and also
appeared, albeit less visibly, in JURASSIC WORLD. Its appearance in this summer’s dinosaur blockbuster
lifted its average movie gross to 264 M, though no other movie it was in made over 185 M. So while Nike
had the 4th most screen time and 3rd highest logo/name visibility, we only it Nike to be 6th most visible Brand
in summer 2015 movies.
This is still up from summer 2014 when Nike ranked as the 7th most visible Brand. It appeared significantly
in CAPTAIN AMERICA: THE WINTER SOLDIER, 22 JUMP STREET, THE FAULT IN OUR STARS and
NEIGHBORS as well as less visibly in 3 other movies.
45%
38%
6% 5% 5%2% 0.2%
41% 40%
3%7% 8%
1% 0.2%0%
10%
20%
30%
40%
50%
PITCH PERFECT 2 SAN ANDREAS FURIOUS 7 SPY TOMORROWLAND ANT-MAN STRAIGHT OUTTACOMPTON
Apple Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
14
#5 Apple (↓from #4) # of movies: 7 average movie gross: 175 M total screen time: 11 minutes and 17 seconds
logo/name visibility: 54% discernibility: 50% background/discreet – 44% subtle – 7% obvious/close-up
Though Apple remains among the most visible Brands in movies, there has been a clear shift in momentum
in recent years that has left it excluded from Hollywood’s highest grossing tent-poles. With the exception of
some very discreet appearances in FURIOUS 7, Apple was absent from the 4 highest grossing summer
movies of 2015. This can largely be attributed to the rise of Samsung, which was the main electronics
Brand in JURASSIC WORLD, AVENGERS: AGE OF ULTRON and FURIOUS 7. Apple also went missing in
the latest MISSION: IMPOSSIBLE movie, despite its history with the franchise.
Apple did still have very visible appearances in PITCH PERFECT 2 and SAN ANDREAS.
15
#4 Chevrolet (↓ from #1) # of movies: 8 average movie gross: 244 M total screen time: 7 minutes and 2 seconds
logo/name visibility: 37% discernibility: 24% background/discreet – 74% subtle – 2% obvious/close-up
56%
17%10% 8% 5% 2% 2% 1%
38%
25%
4%
19%
6%3% 3% 1%
0%
10%
20%
30%
40%
50%
60%
FURIOUS 7 STRAIGHTOUTTA
COMPTON
JURASSICWORLD
TOMORROWLAND PITCHPERFECT
2
MISSION:IMPOSSIBLE
ROGUE NATION
SAN ANDREAS ANT-MAN
Chevrolet Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
After being the #1 Brand in summer 2014 – thanks to significant appearances in TRANSFORMERS: AGE
OF EXTINCTION and CAPTAIN AMERICA: THE WINTER SOLDIER – we find Chevrolet at #4 this summer.
In summer 2015 Chevrolet appeared in 8 of the summer’s 10 #1 live action movies, more than any other
Brand. However, in none of these did it get nearly as much exposure as in its top movies last summer. In
FURIOUS 7, which was Chevrolet’s most visible showing for summer 2015, the Brand only had 40% as
much visibility as in CAPTAIN AMERICA: THE WINTER SOLDIER and 28% the visibility it had in
TRANSFORMERS: AGE OF EXTINCTION.
16
#3 BMW (↑ from #46) # of movies: 6 average movie gross: 237 M total screen time: 8 minutes and 30 seconds
logo/name visibility: 57% discernibility: 6% background/discreet – 92% subtle – 2% obvious/close-up
75%
18%
5% 1% 1% 0.2%
68%
27%
3% 2% 0.2% 0.2%0%
20%
40%
60%
80%
MISSION:IMPOSSIBLE
ROGUE NATION
SPY FURIOUS 7 STRAIGHTOUTTA
COMPTON
AVENGERS:AGE OF ULTRON
SAN ANDREAS
BMW Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
BMW also appeared in 6 movies in summer 2014, but it did not receive more than 18 seconds of screen
time in any of them, leaving it as only the 46th most visible Brand. This summer however, BMW skyrocketed
to #3, spearheaded by over 6 minutes of screen time in MISSION: IMPOSSIBLE – GHOST PROTOCOL.
Though the Tom Cruise franchise accounted for over 60% of BMW’s visibility and 75% once box office
figures are factored in, the Brand also had quite a visible appearance in SPY. More discreet appearances in
FURIOUS 7, STRAGHT OUTTA COMPTON, AVENGERS: AGE OF ULTRON and SAN ANDREAS round off
BMW’s summer. As such, BMW is the most visible car Brand in summer 2015 #1 movies, beating other
highly visible competitors Mercedes-Benz, Chevrolet and Ford.
67%
23%
7%2% 1% 0.7% 1%
73%
21%
2% 3% 0.7% 0.3% 0.2%0%
20%
40%
60%
80%
STRAIGHTOUTTA COMPTON
PITCH PERFECT 2 AVENGERS:AGE OF ULTRON
TOMORROWLAND ANT-MAN FURIOUS 7 JURASSICWORLD
Adidas Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
17
#2 Adidas (↑ from #11) # of movies: 7 average movie gross: 295 M total screen time: 6 minutes and 35 seconds
logo/name visibility: 65% discernibility: 27% background/discreet – 70% subtle – 4% obvious/close-up
After just missing out on the top 10 ranking in last year’s summer movie, Adidas soared to #2 this year,
overtaking in the process, its main competitor, Nike. Adidas appeared substantially in STRAIGHT OUTTA
COMPTON as well as in PITCH PERFECT 2. Though these were not particularly high grossing #1 movies,
Adidas overcame this with 4 and 2 minutes of screen time in them, respectively. The sports Brand also
appeared in AVENGERS: AGE OF ULTRON, though relatively discreetly.
Adidas’ most visible appearance of the summer was actually in SOUTHPAW, which is not included in this
sample as it never reached #1 at the US box office.
18
#1 Samsung (↑ from #8) # of movies: 7 average movie gross: 298 M total screen time: 14 minutes and 17 seconds
logo/name visibility: 10% discernibility: 46% background/discreet – 41% subtle – 13% obvious/close-up
In 2014, Samsung entered a new phase of its entertainment marketing strategy. We began seeing movies
which featured almost exclusively their electronics, whether it be phones, monitors, TVs, laptops or tablets.
Such movies included DRAFT DAY, 3 DAYS TO KILL and NON-STOP. However, only 1 such movie – LUCY
– made it to #1 in the summer of 2014. This, along with other less visible appearances, left Samsung ranked
#8 for that period.
In summer 2015, not only did many more “Samsung movies” make to #1, but 3 of them grossed more
domestically than any movie in all of 2014. These were of course JURASSIC WORLD, AVENGERS: AGE
OF ULTRON and FURIOUS 7. They had 5, 3 and 1 minute of Samsung screen time, respectively.
What this means is that Samsung’s rise to the top of this summer entertainment marketing ranking is due to
2 distinct factors. Firstly, when Samsung appears in a movie, it gets a lot of screen time. In summer 2015 #1
movies Samsung accumulated over 14 minutes of screen time. This is far more than any other Brand in that
period, with the exception of the Los Angeles Dodgers. It is actually over double what most other Brands in
this top 10 received. Secondly, in 2015, Samsung appeared in movies that did very well at the box office.
So, in a short, a lot of people are watching a lot of movies in which they are seeing a lot of Samsung.
55%
26%
11%7%
2% 0.2% 0.1%
32%
21%
36%
7%4%
0.6% 0.2%0%
20%
40%
60%
JURASSICWORLD
AVENGERS:AGE OF ULTRON
SPY FURIOUS 7 ANT-MAN SANANDREAS
MISSION:IMPOSSIBLE
ROGUE NATION
Samsung Brand visibility - by movie -weekly #1 US box office movies - summer 2015 (weeks 14-35)
% of total Brand visibility - adjusted for US ticket sales
% of total Brand visibility
19
#1 Samsung (↑ from #8) It is worth noting that Samsung’s high amount of screen time is not without its caveats. Samsung has by far
the lowest logo/name visibility of this top 10, and in 46% of its screen time its products only appeared
discreetly or in the background. It does however, also have by far the highest % of obvious/close-up screen
time of this top 10.
This is however not a problem for Samsung. While some Brands engage in entertainment marketing to
directly encourage purchases, Brands like Samsung are playing a longer game. They are creating a
perception in these movies that Samsung is the go-to Brand for phones, tablets, TVs, monitors, laptops and
electronics in general. This is achieved by having their products omnipresent on screen, even if they are not
always getting much attention. This macro scale strategy was largely introduced by Apple, who according to
our data, has now been beaten at its own game by one of its main competitors.
top 10 Brands – movie grid
20
top 10 Brands in
summer 2015 # 1 moviesFURIOUS 7
AVENGERS:
AGE OF
ULTRON
PITCH
PERFECT
2
TOMORROW-
LAND
SAN
ANDREASSPY
JURASSIC
WORLD
INSIDE
OUTMINIONS ANT-MAN
MISSION:
IMPOSSIBLE
ROGUE
NATION
STRAIGHT
OUTTA
COMPTON
total
# of
movies
week(s) at #1 → 14-17 18-19 20 21 22 23 24-25 26-27 28 29-30 31-32 33-35
domestic gross → 351 M 459 M 184 M 93 M 155 M 111 M 649 M 352 M 332 M 176 M 188 M 156 M
Adidas P P P P P P P 7
Apple P P P P P P P 7
Beats by Dre P P P P P 5
BMW P P P P P P 6
Chevrolet P P P P P P P P 8
Ford P P P P P P P 7
Los Angeles Dodgers P 1
Mercedes-Benz P P P P P 5
Nike P P P P P 5
Samsung P P P P P P P 7
↓
1
7
5
5
5
7
8
6
7
7
0 3 6 9
Los Angeles Dodgers
Ford
Beatsby Dre
Mercedes- Benz
Nike
Apple
Chevrolet
BMW
Adidas
Samsung
# of movies
# of movies
156
225
360
345
264
175
244
237
295
298
100 200 300 400
average movie gross -in millions of $
average movie gross
22:49
04:28
03:03
04:08
07:58
11:17
07:02
08:30
06:35
14:17
00:00 10:00 20:00 30:00
total screen time -in minutes
total screen time
92%
36%
87%
67%
78%
54%
37%
57%
65%
10%
0% 25% 50% 75% 100%% of screen time in which
logos or names were visible
logo/name visibility
0%
26%
30%
25%
23%
50%
24%
6%
27%
46%
0% 50% 100%
background/discreet
100%
73%
68%
75%
77%
44%
74%
92%
70%
41%
0% 50% 100%
subtle
0%
1%
2%
0%
0%
7%
2%
2%
4%
13%
0% 50% 100%
obvious/close-up
0.20
0.25
0.28
0.31
0.50
0.50
0.53
0.57
0.62
1.00
0.00 0.25 0.50 0.75 1.00total visibility -
indexed to highest
total visibilitydiscernibility
top 10 Brands – data breakdown
21
Thank you for reading.
For a full analysis of your Brand vs. your competitors, any questions or
further information please contact:
Dominic Artzrouni at [email protected].
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 or TV series
and compare them with competitors.
