Brands in HOUSE OF CARDS by Concave Brand Tracking

Brands inHOUSE OF CARDS

seasons 1, 2 and 3 – 2013-2015

analyzing Brands’ presence and portrayal in entertainment

featuring:…and many more.

introduction

2

Concave Brand Tracking has combed through all 3 seasons of HOUSE OF CARDS, recording all recognizable Branded products that appeared in them. The resulting sample that this report looks at is made up of 39 episodes over 3 years.

In addition to recording sighted Brands, we observed how visible the products were and how long they were on screen, as well as an array of contextual data regarding their portrayal.

This report is divided into 3 main sections looking at Brand exposure, the demographics of individuals associated with Brands and the context in which the Brands were portrayed.

You will also find a methodology page at the end of this report.

Concave Brand Tracking reports usually focus on a particular type of product and a fixed set of competing Brands. This report however, is simply meant to sample our data for HOUSE OF CARDS as well as our analytics.

For more information on our data or services, please contact:[email protected]

http://www.concavebt.com/

http://www.concavebt.com/

mailto:[email protected]

mailto:[email protected]

headlines

3

• The amount of total Brand exposure in season 3 has decreased from season 2.

• Apple has been the most visible Brand in all 3 seasons. However, Samsung’s visibility has highly increased, and is now closer to Apple’s than any other Brand has ever been.

• Laptop Brands have become more diverse but Samsung now dominates TVs.

• iPhones were overtaken by Blackberry handsets in season 2 and are less visible than Nokia phones in season 3.

• Overall Brands are mostly associated with male and white individuals.

• Apple’s user age has increased, as younger cast use Nokia, Blackberry or Samsung.

• Samsung associated with more major cast members than Apple.

• Most Brands strongly associated with Kevin Spacey and Robin Wright have varied, while some – such as IWC, Cartier and Apple – have remained more consistent.

• Overall, Brands are most often associated with professional use, politics and work.

table of contents

4

1. Brand exposure page 5

Here, we look at how often Brands appeared, how much screen time they received and how visible their products, as well as their logos/names, were.

2. Brand demographics page 26

We look at the demographics of the individuals associated with Brands. This includes age, gender and ethnicity as well as which actors have been most associated with each Brand.

3. Brand context page 38

This section analyzes the portrayal created by the elements surrounding Brands. We will see in what locations Brands were shown in, as well as what associations were made with them.

4. methodology page 44

Brand exposure

5


presencescreen timediscernibility

Brand demographicsBrand contextmethodology

logo/name visibilityoverall visibility

Brand exposure

6





• Season 3 had the least different Brands while season 2 had the most.

• On average, season 3 episodes each featured 26 different Brands. This number was 31 for season 1 and 28 for season 2.

• In season 3, no single episode had more than 37 different Brands or less than 15. 7

Brand exposure – presence – # of different Brands –by episode/season – HOUSE OF CARDS – 2013-2015

129 134105

0

50

100

150

season 1 season 2 season 3

# of

diff

eren

tB

rand

s

19 -CHAPTER 12

20 -CHAPTER 18

15 -CHAPTER 32

3128

26

43 -CHAPTER 1

42 -CHAPTER 19

37 -CHAPTER 27

0

10

20

30

40

50


# of

diff

eren

t Bra

nds

per e

piso

de

least average most

• Apple, IWC, Chevrolet and Washington Nationals have appeared in all 39 episodes.

• Avaya, Blackberry, Cartier, Dell and Samsung have all appeared in over 30 episodes each.• Nokia appeared in 12 season 3 episodes and 8 season 2 episodes, after not appearing in a

single season 1 episode. 8

7

4

7

10

6

6

7

9

11

11

10

12

12

13

12

13

13

13

13

0 5 10 15

Nike

Louboutin

Ray Ban

Paul Smith

LG

Sony

Coca-Cola

Nokia

CNN

Ford

Rolex

Samsung

Dell

Cartier

Blackberry

Avaya

Washington Nationals*

Chevrolet*

IWC

Apple

# of episodes

season 1

4

6

7

7

9

4

5

8

7

7

10

11

13

11

13

12

13

13

13

13

0 5 10 15# of episodes

season 2

3

4

1

2

8

6

12

7

7

6

11

9

12

10

13

13

13

13

13

0 5 10 15# of episodes

season 3

Brand exposure – presence – # of episodes per Brand –by season – top 20 Brands – HOUSE OF CARDS – 2013-2015

* Chevrolet and Washington Nationals both appear in the opening credits of every episodes in all 3 seasons.

Brand exposure

9





• Season 3 had more Brand screen time than season 1 but less than season 2.

• No episode in season 2 or 3 had less than 10 minutes of Brand screen time.

• No episode in season 1 had over 27¾ minutes of Brand screen time. Seasons 2 and 3 each had at least one episode with over 31 minutes of Brand screen time. 10

Brand exposure – screen time –by episode/season – HOUSE OF CARDS – 2013-2015

03:17:1804:20:12 03:55:15

00:00

01:30

03:00

04:30


tota

l Bra

ndsc

reen

tim

e -

in h

ours

total Brand screen time - by season - HOUSE OF CARDS

05:30 -CHAPTER 8

11:59 -CHAPTER 17 10:47 -

CHAPTER 30

15:11

20:0118:06

27:42 -CHAPTER 6

31:19 -CHAPTER 23

31:53 -CHAPTER 28

00:00

05:00

10:00

15:00

20:00

25:00

30:00

35:00


tota

l Bra

nd s

cree

n tim

e -i

n ho

urs

least average most

• Samsung, Apple, Avaya and IWC all had over a minute of screen time on average per episode they appeared in.

• Samsung, Avaya and IWC never appeared in an episode for less than 28 seconds.

• Blackberry, Dell and Nokia never appeared in an episode for over 2 minutes. Samsung, Apple, Avaya and IWC all appeared in at least one episode for over 3 minutes. 11

Brand exposure – screen time –by selected Brands – season 3 of HOUSE OF CARDS (2015)

Number in parenthesis refers to how many episodes the Brand’s products have been in.

00:01 -CHAPTER 27

00:03 -CHAPTER 39

00:11 -CHAPTER 39 00:03 -

CHAPTER 33

00:31 -CHAPER 39

00:05 -CHAPTER 29

00:28 -CHAPTER 32

00:38 -CHAPTER 3900:14

00:39 00:42 00:44

01:26

01:46 01:5001:59

00:54 -CHAPTER 28

02:52 -CHAPTER 37

01:19 -CHAPTER 32

01:57 -CHAPTER 34

03:10 -CHAPTER 28

04:18 -CHAPTER 28

03:48 -CHAPTER 31

04:00 -CHAPTER 28

00:00

01:00

02:00

03:00

04:00

05:00

Blackberry(10)

CNN(7)

Dell(9)

Nokia(12)

Samsung(11)

Apple(13)

Avaya(13)

IWC(13)

scre

en ti

me

per e

piso

de

least average most

• Chevrolet appeared in a single episode for over 2¾ minutes in season 3. More than it ever had in seasons 1 or 2

• Samsung averaged close to 1½ minutes of screen time per episode in season 3, despite never appearing in an episode for more than 1¼ minutes in seasons 1 or 2

• CNN and Apple’s average screen times have gradually diminished over the 3 seasons.12

Brand exposure – screen time –by selected Brands – by season – HOUSE OF CARDS – 2013-2015

Number in parenthesis refers to how many episodes the Brand’s products have been in.

00:03 -CHAPTER

10

00:03 -CHAPTER

16

00:03 -CHAPTER

39

00:01 00:05 -CHAPTER

16

00:31 -CHAPTER

39 00:03 -CHAPTER

4 & 11

00:07 -CHAPTER

15

00:03 -CHAPTER

39

00:34 -CHAPTER

1

00:55 -CHAPTER

2000:05 -

CHAPTER29

00:2000:11

00:2800:20

00:32

01:2601:07

00:5200:39

03:09

02:38

01:4600:55 -CHAPTER

3

00:48 -CHAPTER

19

02:46 -CHAPTER 37

01:05

01:15 -CHAPTER

16

03:10 -CHAPTER

28

06:44 -CHAPTER

6

02:07 -CHAPTER

22

02:52 -CHAPTER

37

07:44 -CHAPTER

6

04:45 -CHAPTER

23 04:18 -CHAPTER

28

00:00

01:00

02:00

03:00

04:00

05:00

06:00

07:00

08:00

scre

en ti

me

per e

piso

de

least average most

Brand exposure

13





Brand exposure – discernibility –HOUSE OF CARDS – 2013-2015

14

background discreet

Apple in CHAPER 1 Dell in CHAPTER 18 Nikon in CHAPTER 33 Buick in CHAPTER 23

obvious close-up

subtle IWC in CHAPTER 15 Dasani in CHAPER 18 Chevrolet in CHAPTER 1

Apple in CHAPTER 33 Nike in CHAPTER 32 Diet Coke in CHAPTER 18 Ray Ban in CHAPTER 18

Samsung in CHAPTER 27

• Apple Cadillac, Coca-Cola and Samsung were all often seen in the background. Blackberry, Cartier, Louboutin and Nikon were seen discretely in over half their respective screen times.

• Cadillac, Dell and Nokia were mostly seen subtly.• 24% of Samsung’s screen time was in the form of close-ups.

15

Brand exposure – discernibility –by selected Brands – season 3 of HOUSE OF CARDS (2015)

39%

3%

10%

46%

34%

20%

0% 50% 100%

Samsung (11)

Nokia (12)

Nikon (5)

Louboutin (4)

Dell (9)

Coca-Cola (6)

Cartier (12)

Cadillac (9)

Blackberry (10)

Apple (13)

background

14%

20%

61%

69%

27%

33%

96%

66%

31%

0% 50% 100%

discreet

13%

74%

34%

55%

21%

4%

66%

34%

46%

0% 50% 100%

subtle

10%

4%

1%

31%

0.4%

0% 50% 100%

obvious

24%

2%

7%

3%

0% 50% 100%

close-up

% of screen time

Brand exposure

16





• In season 1, Brands’ logo/names were seen in 28% of the screen time in which their products appeared.

• This was reduced to 26% in season 2 and 19% in season 3. 17

Brand exposure – logo/name visibility – % of screen time –by season – HOUSE OF CARDS – 2013-2015

0%

100%

IWC

logo/name visible logo/name not visible

28%

72%

season 1

26%

74%

season 2

19%

81%

season 3

24%

76%

Coca-Cola

42%58%

Apple

• Under Armour’s logo/name was seen in all of its screen time. IWC’s logo was never seen.

• CNN and Cadillac’s logos/names were visible in the majority of their respective screen times.

• All other Brands did not have their logo/names visible in the majority of their screen time. 18

Brand exposure – logo/name visibility – % of screen time – by selected Brands – season 3 of HOUSE OF CARDS (2015)

44%56%

Acer

15%

85%

Blackberry

55%45%

Cadillac

92%

8%

CNN

38%

62%

Dell

0%

100%

IWC

30%

70%

Nike

11%

89%

Nikon

15%

85%

Samsung

100%

0%

Under Armour

0%

100%

IWC

logo/name visible logo/name not visible

0%

100%

IWC

0%

100%

IWC

100%

0%

Under Armour

100%

0%

Under Armour

Brand exposure

19





20

• Season 3 had more Brand visibility than season 1 (-7%) but less than season 2 (+15%)

• Season 3 featured fewer different Brands than seasons 1 or 2 and lower logo/visibility too.

• In season 3, Brands were more often seen subtly and less in the background or discreetly.

Brand exposure – overall visibility –by season – HOUSE OF CARDS – 2013-2015

Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.

background discreet subtle obvious close-up

season 1 129 03:17:18 28% 17% 47% 26% 2% 8% 0.93

season 2 134 04:20:12 26% 17% 47% 27% 2% 7% 1.15

season 3 105 03:55:15 19% 15% 45% 32% 2% 6% 1.00

logo/namevisibility

Brand screen time(in hours)

# of differentBrands

discernibility (% of screen time) total Brand visibility(indexed to S3)

0.93 1.15

1.00

-

0.30

0.60

0.90

1.20


tota

l Bra

nd v

isib

ility

-in

dexe

d to

sea

son

3

0.1

0.1

0.1

0.1

0.2

0.2

0.2

0.2

0.7

1.0

0.00 0.25 0.50 0.75 1.00

ABC

Avaya

Chevrolet

LG

Dell

CNNNewsroom

Blackberry

IWC

CNN

Apple

Brand visibility -indexed to highest

season 1

0.1

0.2

0.2

0.2

0.2

0.3

0.4

0.4

0.5

1.0

0.00 0.25 0.50 0.75 1.00

Ray Ban

MSNBC

Blackberry

Samsung

LG

Avaya

Dell

IWC

CNN

Apple


season 2

0.2

0.3

0.3

0.3

0.3

0.5

0.5

0.5

0.9

1.0

0.00 0.25 0.50 0.75 1.00

The Colbert Report

NBC

Nokia

Dell

Chevrolet

CNN

Avaya

IWC

Samsung

Apple


season 3

• Apple was the most visible Brand every season. It had twice the visibility of any other Brand in season 2.

• Samsung rose from outside the top 10 Brands in season 1 to #2 in season 3. It is now closer to Apple than any other Brand has ever been.

• IWC was the 3rd most visible Brand in all 3 seasons. CNN fell from #2 in seasons 1 and 2 to #5 in season 3. 21

Brand exposure – overall visibility – top 10 Brands by season –HOUSE OF CARDS – 2013-2015


• Apple’s overall visibility has declined every year.• Samsung’s has increased every year, now

being just less Apple’s.

• Chevrolet’s visibility dipped in season 2 but is at its highest in season 3.• Dell’s visibility peaked in season 2 before falling in season 3.• Dell and Chevrolet have the exact same visibility in season 3. 22

Brand exposure – overall visibility –selected Brands by season – HOUSE OF CARDS – 2013-2015



Apple Samsung Chevrolet Dell

• Apple accounted for over 60% of mobile phone visibility in season 1. This dropped to below 40% in season 3.

• Blackberry’s share of mobile phone visibility peaked above Apple’s in season 2 before falling to 10% in season 3.

• Nokia went from not appearing in season 1 to having the highest % of mobile phone visibility in season 3. 23

Brand exposure – overall visibility – % of Brand visibility – mobiles phones – selected Brands by season – HOUSE OF CARDS – 2013-2015


0%

10%

20%

30%

40%

50%

60%

70%


% o

f mob

ile p

hone

vis

ibili

ty

Apple Blackberry Nokia Samsung

Samsung, 22%

LG, 43%

Toshiba, 13%

Panasonic, 17%

Sony, 4%

season 1

Samsung, 90%

LG, 4%Toshiba,

5%

season 3


Apple, 68%

Dell, 28%

other, 5%

season 1

Apple, 52%

Dell, 14%

Acer, 24%

Toshiba, 6%

Samsung, 4%

season 3

• In season 1 Apple and Dell accounted for 95% of laptop Brand visibility. In season 2, 5 different Brands shared laptop Brand visibility.

• In season 1, 5 Brands had between 4% and 43% of the TV Brand visibility. In season 3, Samsung had 90% of TV Brand visibility.

• While laptop Brands became much more diverse, TVs have become dominated by Samsung. 24

Brand exposure – overall visibility –laptops – season 1 vs. 3 – HOUSE OF CARDS – 2013-2015

Brand exposure – overall visibility –TVs – season 1 vs. 3 HOUSE OF CARDS – 2013-2015

1%

1%

8%

23%

38%

28%

2%

3%

20%

17%

21%

38%

0%

2%

3%

3%

43%

24%

25%

0% 50% 100%

monitor

mouse

keyboard

tablet

laptop

mobilephones

computer

Apple

2%

58%

40%

1%

2%

2%

48%

47%

4%

35%

60%

0% 50% 100%

keyboard

server

computer

laptop

monitor

Dell

18%

17%

65%

4%

4%

3%

14%

75%

6%

12%

15%

16%

52%

0% 50% 100%

fridge

box

glass

drink tap

billboard

sign

drink

vendingmachine

Coca-Cola

1%

99%

100%

2%

4%

6%

7%

7%

74%

0% 50% 100%

microwaves

laptops

mobilephones

tablets

fridges

TVs

Samsung

• Apple’s most visible product was mobile phones in season 1, computers in season 2 and laptops in season 3.

• Dell’s visibility gradually shifted from mostly laptops to mostly monitors over the 3 seasons.

• Most of Coca-Cola’s visibility came from drinks in season 3.

• In season 3, Samsung’s visibility diversified from almost just TVs in season 1 and 2. 25

Brand exposure – overall visibility – % of Brand visibility – products by selected Brands – by season – HOUSE OF CARDS – 2013-2015


2%

58%

40%

1%

2%

2%

48%

47%

4%

35%

60%

0% 50% 100%

keyboard

server

computer

laptop

monitor

season 3

season 2

season 1

Brand exposure

26

We look at the demographics of individuals associated with Brands. This includes age, gender and ethnicity as well as which actors have been most associated with each Brand.

agegenderethnicity

Brand demographics

Brand contextmethodology

particular individuals

Brand exposure

27


agegenderethnicity

Brand demographics



Brand demographics – age –season 3 of HOUSE OF CARDS (2015)

• Out of these Brands, only Toshiba, Dell and Nokia were associated with anyone younger than 30.

• The average age of Toshiba users is 39 vs. 42 for Dell, 47 for Samsung and 49 for Apple.

• Samsung, CNN and Under Armour were all associated with 70 year old individuals at least once. 28

25 25 25

31 30

4243

30

46

4139

42

45 46 4749 49 49

54 5450

51

56 56

70 70

56 56

70

56

20

25

30

35

40

45

50

55

60

65

70

75

Toshiba Dell Nokia Blackberry Samsung CNN Chevrolet Apple UnderArmour

Avaya

age

of a

ssoc

iate

d in

divi

dual

s

youngest average oldest

12

24

30 30

3431

33

43 44

39

42

43

4749 48

50

46

54

45

4951 51

49

61

67

56

6871

56 55 5654

67

70

5

10

15

20

25

30

35

40

45

50

55

60

65

70

75

age

of a

ssoc

iate

d in

divi

dual

s

youngest average oldest

Brand demographics – age –by selected Brands – by season – HOUSE OF CARDS – 2013-2015

• The average age of Apple users has gradually increased over the 3 seasons.

• After having been associated with individuals as old as 68 and 71 in seasons 1 and 2, respectively, Blackberry’s oldest user was only 56 in season 3.

• The average age of CNN viewers dropped from 51 in seasons 1 and 2 to 49 in season 3. 29

Brand exposure

30


agegenderethnicity

Brand demographics



Brand demographics – gender – % of screen time –by selected Brands – season 3 of HOUSE OF CARDS (2015)

• IWC was only associated with males while Cartier was only associated with females.

• Dell, NBC, Samsung, CNN and Blackberry were all associated with males in the majority of their screen time.

• Nokia, Apple and Under Armour were associated with females in the majority of their screen time.

31

100% 96%91% 89%

75%

62%

49%45%

37%

72%

4%9% 11%

25%

38%

51%55%

63.33%

100%

28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

IWC Dell NBC Samsung CNN Blackberry Nokia Apple UnderArmour

Cartier overall

male female

77%86%

96%

80%89%

62%

100%91%

23%

35%

54%45%

100%

23%14%

4%

20%11%

38%

9%

77%

65%

46%55%

99% 100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

male female

Brand demographics – gender – % of screen time –by selected Brands – by season –HOUSE OF CARDS – 2013-2015

• Dell’s female association has shrunk from 23% to 4% over the 3 seasons.

• Blackberry and Apple’s male association peaked in season 2 before coming back down in season 3

• In season 1 Chevrolet and Rolex were both only associated with males. By season 3, Chevrolet was mostly associated with females and Rolex was exclusively. 32

77%86%

96%

80%89%

62%

100%91%

23%

35%

54%45%

100%

23%14%

4%

20%11%

38%

9%

77%

65%

46%55%

99% 100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

male female

Brand exposure

33


agegenderethnicity

Brand demographics



Brand demographics – ethnicity – % of screen time – by selected Brands – season 3 of HOUSE OF CARDS (2015)

• Coca-Cola was only associated with white individuals. Dell, Apple, Rolex and Blackberry were mostly associated with white individuals.

• Nikon was one of the few Brands to be associated with a range of ethnicities.

• Buick was only associated with a black individual.• Brands were associated with white individuals in 96% of their screen time

34

100%94% 93%

82% 77%

53%

96%

6% 4%

18% 23%

13%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Coca-Cola Dell Apple Rolex Blackberry Nikon Buick overall

white black latino south east asian

Brand exposure

35


agegenderethnicity

Brand demographics



Brand demographics – particular individuals – top 5 Brands by actor – % of visibility associated with actor –

season 3 of HOUSE OF CARDS (2015)


• Nokia and Samsung are the only Brands to be #1 for 2 different actors. Apple ranks in the top 5 Brands of 4 actors, Samsung does so for 7. Avaya is in the top 5 of 3 actors.

• Elizabeth Marvel had the strongest association with a single Brand.

• Mahershala Ali, Molly Parker and Paul Sparks have the most diverse Brand associations.

36

3%

9%

23%

25%

29%

0% 20% 40% 60%

Samsung

Secure Terminal Equipement

Apple

Avaya

IWC

Kevin Spacey(Frank Underwood)

6%

8%

14%

17%

35%

0% 20% 40% 60%

Samsung

Chevrolet

Cartier

Moscot

Apple

Robin Wright(Claire Underwood)

8%

8%

10%

13%

22%

0% 20% 40% 60%

Dodge

Nokia

Acer

The Colbert Report

Samsung

Michael Kelly(Doug Stamper)

8%

11%

11%

28%

36%

0% 20% 40% 60%

Ty Nant

Avaya

Samsung

Apple

Buick

Mahershala Ali(Remy Danton)

6%

13%

23%

23%

24%

0% 20% 40% 60%

Samsung

Chevrolet

Rolex

Apple

Nokia

Molly Parker(Jackie Sharp)

4%

12%

25%

59%

0% 20% 40% 60%

Asics

Cartier

Chevrolet

Nokia

Elizabeth Marvel(Heather Dunbar)

11%

13%

15%

24%

29%

0% 20% 40% 60%

CNN

NBC

Al Jazeera

Samsung

Dell

Paul Sparks(Thomas Yates)

4%

5%

8%

35%

36%

0% 20% 40% 60%

Diet Coke

Rubik's Cube

Avaya

CNN

Samsung

Derek Cecil(Seth Grayson)

Brand demographics – particular individuals – by main actors –% of visibility associated with actor –by season – HOUSE OF CARDS – 2013-2015


• Apple and IWC have consistently been among the Brands most associated with Kevin Spacey. No other Brands were in his top 10 all 3 seasons.

• Apple and Cartier are the only 2 Brands to have been consistently associated with Robin Wright across all 3 seasons.

37

3%

4%

4%

6%

7%

7%

8%

8%

14%

15%

0% 15% 30% 45%

In Depth

Nautica

CNN

Blackberry

ABC

This Week with George Stephanopoulos

Chevrolet

LG

Apple

IWC

season 1

3%

4%

4%

5%

6%

5%

6%

15%

16%

20%

0% 15% 30% 45%

Sony

The UnderwoodTypewriter Company

Baltimore Orioles

State of the Unionwith Candy Crowley

LG

Avaya

Samsung

Apple

CNN

IWC

season 2

Kevin Spacey – Francis Underwood

Robin Wright – Claire Underwood

2%

2%

3%

3%

5%

7%

8%

11%

12%

41%

0% 15% 30% 45%

Louboutin

Nike

AT&T

Sony

Canon

Arc'Teryx

Cartier

Yves Saint Laurent

Ray Ban

Apple

season 1

2%

2%

2%

2%

3%

4%

6%

8%

21%

43%

0% 15% 30% 45%

Samsung

Sony

Tumi Vapor

Avaya

Louboutin

Nike

LG

Cartier

Ray Ban

Apple

season 2

2%

2%

2%

4%

5%

6%

8%

14%

17%

35%

0% 15% 30% 45%

Under Armour

Avaya

LG

The Lead

CNN

Samsung

Chevrolet

Cartier

Moscot

Apple

season 3

1%

1%

1%

2%

4%

3%

9%

23%

25%

29%

0% 15% 30% 45%

Blackberry

Monument Valley

Chevrolet

The UnderwoodTypewriter Company

Cadillac

Samsung

Secure Terminal Equipement

Apple

Avaya

IWC

season 3

Brand exposure

38


locationassociation

Brand demographicsBrand context

methodology

Brand exposure

39


locationassociation


methodology

7%

1%

3%

16%

73%

5%

5%

2%

39%

49%

8%

7%

37%

48%

0% 50% 100%

other

restaurant

car

home

office

Apple

14%

78%

8%

9%

2%

22%

21%

45%

19%

10%

29%

43%

0% 50% 100%

other

auditorium

countryside

office

home

Cartier

0%

17%

6%

24%

53%

4%

7%

89%

21%

21%

27%

30%

0% 50% 100%

other

cafeteria

office

conference room

restaurant

Coca-Cola

2%

2%

23%

74%

4%

5%

12%

21%

58%

5%

15%

20%

61%

0% 50% 100%

other

hotel

conference room

home

office

Dell

40

• Apple was most seen in offices, though less so in season 2 and 3 than in season 1.

• Cartier was mostly seen in offices in season 1, but this shifted to homes in season 2 and 3.

• Coca-Cola shifted from a restaurant presence to an office/conference room presence in season 3. Dell was always seen in offices more than anywhere else.

Brand context – location – % of screen time –by selected Brands – season 3 of HOUSE OF CARDS (2015)

2%

58%

40%

1%

2%

2%

48%

47%

4%

35%

60%

0% 50% 100%

keyboard

server

computer

laptop

monitor

season 3

season 2

season 1

Brand exposure

41


locationassociation


methodology

42

• Brands were consistently shown as professional in over half their screen time in all 3 seasons.

• Brands’ association with politics increased from 32% to around 50% in seasons 2 and 3.

• Work, formal, communication and phone call associations/uses follow. No other association or use occurred in more than 10% of Brand screen time.

Brand context – association – top 10 – % of screen time –HOUSE OF CARDS – 2013-2015

53%

32%

21%

14%11%

10%7%

3%5%

0%

51%49%

24% 25%

9%8% 7% 6%

4%2%

51%53%

19%

22%

6% 6% 5%6%

3%

0%

10%

20%

30%

40%

50%

60%

professional politics work formal communication phone call news casual journalism business


9%

12%

19%

31%

36%

51%

80%

0% 50% 100%

Rolex

Samsung

Sprite

Cartier

Blackberry

Diet Coke

Moscot

work

16%

54%

55%

55%

72%

92%

100%

0% 50% 100%

Acer

Louboutin

Moscot

Rolex

Blackberry

Cadillac

MSNBC

politics

18%

44%

49%

50%

53%

75%

80%

0% 50% 100%

CNN

Swiss Army

Coca-Cola

Blackberry

Apple

Avaya

Dell

professional

39%

44%

49%

68%

95%

98%

100%

0% 50% 100%

Breitling

Swiss Army

Moscot

IWC

Rolex

Cartier

Louboutin

formal

43

• Dell was shown as professional in 80% of its screen time, 27% more than Apple.

• MSNBC was exclusively associated with politics, while Cadillac was in 92% of its screen time.

• Moscot glasses were worn while working in 80% of their screen time. Cartier and Rolex were both worn with formal outfits in most of their screen time.

Brand context – association – % of screen time –by selected Brands – season 3 of HOUSE OF CARDS (2015)

Brand exposure

44


methodology

45

product breadth:We record all identifiable Branded products from consumer Brands, with the exception of firearms. Brands such as Peterbilt or AM General (not considered consumer Brands) are not included in any of our statistics.

We consider a product identifiable as long as enough of it is visible 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 on screen at the same time, then each product is assigned its own screen time.

discernibility: [see examples]

background: The product is identifiable but not at the forefront of the shot.

discreet: When it seems likely viewers will not see the product it but the brand is still present at the forefront of the shot. The product will usually only occupy a small part of the screen and/or only part of the product is 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 big products such as cars or planes. For a sighting to be close-up for them, it has to be a close-up on part of the product such as a 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 the logo was visible during the entire sighting, but at least at one point during.

Brand visibility:This is a score that is calculated by taking into account Brand screen time, discernibility and logo/name visibility.

Thank you for reading.

For 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.

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Marketing

Brands in HOUSE OF CARDS by Concave Brand Tracking