Concave Brand Tracking has manually combed through the 50 most-watched movies of 2020 (accounting for both theatrical and non-theatrical views), recording all recognizable branded products that appeared on screen or were mentioned in the dialogue. This movie sample accounts for 73% of all worldwide views for movies that were released in 2020. 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. The product placement value and the viewership of films are estimated based on in-house Concave Brand Tracking models. This report contains the following: - the 10 most brand-filled movies of 2020 - the top 10 product categories of 2020 and their respective brand leaders - the top 10 single-movie product placements of 2020 - the top 100 product placement brands for 2020 - a closer look at the top 10 product placement brands of 2020 - the top 10 brands in 2020 movies’ dialogue historic value for brands that appeared in 2019 movies

1. analyzing brands’ presence and portrayal in entertainment
by

2. introduction
1
Concave Brand Tracking has manually combed through the 50 most-watched movies of 2020
(accounting for both theatrical and non-theatrical views), recording all recognizable branded products
that appeared on screen or were mentioned in the dialogue. This movie sample accounts for 73% of all
worldwide views for movies that were released in 2020.
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. The product placement value and the
viewership of films are estimated based on in-house Concave Brand Tracking models.
This report contains the following:
❑ the 10 most brand-filled movies of 2020
❑ the top 10 product categories of 2020 and their respective brand leaders
❑ the top 10 single-movie product placements of 2020
❑ the top 100 product placement brands for 2020
❑ a closer look at the top 10 product placement brands of 2020
❑ the top 10 brands in 2020 movies’ dialogue
❑ historic value for brands that appeared in 2019 movies

3. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
BAD BOYS
FOR LIFE
SPENSER
CONFI-
DENTIAL
THE
GENTLEMEN
WONDER
WOMAN
1984
TENET EXTRACTION
THE WRONG
MISSY
THE OLD
GUARD
SONIC THE
HEDGEHOG
PROJECT
POWER
product
placement
advertising
value
$90M $86M $69M $59M $53M $48M $33M $33M $33M $32M
# of brands
on screen 77 94 61 55 56 45 61 28 73 88
brand
screen time
1 hour
9 minutes
1 hour
2 minutes
1 hours
48 minutes
56 minutes
1 hour
5 minutes
1 hour
30 minutes
43 minutes 27 minutes 38 minutes 55 minutes
quality of
exposure 21% 26% 24% 18% 21% 21% 21% 21% 20% 23%
# of brands
mentioned 7 8 9 5 4 - 15 - 15 6
global
viewers 139M 118M 58M 122M 83M 117M 83M 127M 92M 55M
top brand Dell Ford Lonsdale
Members
Only
Forward
WIP
Toyota Apple Nike Toyota
Urban
Outfitters
top product cars cars glasses cars cars cars
mobile
phones
cars cars cars
3
top 10 most brand-filled movies see full article for this page
50 most watched movies of 2020 see the video version of this page

4. #10 SHOES – leader: Nike
2020 movies showcased 22 different shoe
brands ranging from Louboutins to Crocs. But
with a whopping 60% market share, Nike
dominated this product category.
top 10 products & their market leaders
50 most watched movies of 2020
#1 CARS – leader: Ford
Over 120 car-related brands appeared in 2020
movies. They collectively received over 280
million dollars of advertising value. Ford led this
product category with a 13% market share of all
car-related value.
#2 COMPUTER – leader: Dell
Dell led over 20 different computer-related
brands with more than double the market
share of any competitor. Its laptop market
share was over 60%.
#3 CLOTHING – leader: Members Only
Over 50 different clothing brands shared just
over 62 million dollars in product placement
value in 2020 movies. Members Only was the
market leader thanks to its appearance in
WONDER WOMAN 1984.
#7 TVs – leader: Samsung
Samsung was the market leader for TVs in 2020
movies, with Greenland being its best TV
placement. Samsung’s major competitors in terms
of TVs included Sony, LG, Elements and
Panasonic.
#6 WATCH – leader: Casio
Watches accounted for close to 25 million
dollars in product placement value in 2020
movies. Casio was the biggest winner in this
category thanks to integrations in WONDER
WOMAN 1984 and PROJECT POWER.
#4 MOBILE PHONES – leader: Apple
Only 11 different brands of mobile phones
appeared in 2020 movies, but Apple
overwhelmingly dominated this product
category. It accounted for almost 70% of all
mobile phone value.
#5 EYEWEAR – leader: Ray-Ban
Ray-Ban led the 11 different brands of eyewear
that appeared in 2020 movies thanks to
placements in 8 films, including THE
GENTLEMEN, THE OLD GUARD, ARTEMIS
FOWL and EXTRACTION.
#8 ALCOHOL – leader: Heineken
Nearly 80 different alcohol brands appeared in
the top 50 movies of 2020. Glenfarclas was the
most visible liquor, Cristal the most visible
champagne, but Heineken was the most visible
beer and overall alcohol brand.
#9 FOOD – leader: The Hershey Company
Nearly 100 different food brands combined for 17
million dollars in exposure in 2020 films. However,
The Hershey Company was #1 thanks to solid
placements of an array of its candies in HUBIE
HALLOWEEN.
4

5. 139.1
118.2
118.2
139.1
58.2
58.2
118.2
117.3
122.2
58.2
39%
37%
29%
26%
19%
31%
19%
29%
19%
38%
03:00
03:48
05:06
05:14
19:23
14:30
11:28
07:35
11:33
16:12
screen time
(in mm:ss)
quality of
exposure
worldwide
viewers
product placement
advertising value
top 10 product placements see full article for this page
50 most watched movies of 2020 see the video version of this page
#1
#2
#3
#4
#6
#5
#7
#8
#9
#10
Lonsdale in
THE GENTLEMEN
Members Only in
WONDER
WOMAN 1984
Toyota in
EXTRACTION
Ford in
SPENSER
CONFIDENTIAL
Ray-Ban in
THE GENTLEMEN
Persol in
THE GENTLEMEN
Dell in
BAD BOYS
FOR LIFE
Buick in
SPENSER
CONFIDENTIAL
Chevrolet in
SPENSER
CONFIDENTIAL
Porsche in
BAD BOYS
FOR LIFE 5
$7,546,816
$7,621,189
$8,100,338
$8,685,758
$9,894,166
$11,848,075
$11,924,493
$11,994,361
$12,569,459
$16,454,670

6. top 100 brands in 2020 movies see web version of this page
50 most watched movies of 2020 see the video version of this page
• Only 47 of 2020’s top 100 brands were in the 2019 top
100, while 40 were also in the 2018 top 100.
• 34 of the top 100 brands were car manufacturers.
Electronics companies were the 2nd most common type
of brands, followed by clothing and sports brands.
• Between them, these 100 brands received over 584
million dollars worth of global product placement
advertising value in 2020. This accounted for 74% of all
the value enjoyed by brands in 2020 movies
• Each brand on this list got over $1,300,000 worth of
advertising value from appearing in 2020 movies.
• 17 brands have consistently made this top 100 list since
2014: Adidas, Apple, Audi, BMW, Cadillac, Chevrolet,
Dell, Dodge, Ford, Jeep, Land Rover, Nike, Mercedes-
Benz, Nike, Ray-Ban, Samsung, Sony and Toyota.
• 27 of these brands only appeared in a single 2020 movie.
50 appeared in between 2 and 10, 16 in between 11 and
19, while 7 appeared in 30 or more.
• BAD BOYS FOR LIFE featured 37 brands from this top
100, more than any other movie, and was the biggest
product placement movie of 2020 in terms of total
advertising generated for brands.
• 44 of the 50 most-watched movies of 2020 featured at
least one brand.
6

7. top 10 brands in 2020 movies see more in-depth web version of this page
50 most watched movies of 2020
#1 Apple returns to the #1 spots thanks
mainly to its 67% market share of mobile
phones in 2020 movies. Some of its biggest
films included THE WRONG MISSY, THE
OLD GUARD and THE GENTLEMEN.
#6 Nike appeared in 18 films, with none
accounting for more than 26% of its overall
value. So it is on this list because it
consistently scored millions of dollars in
value from an array of movies.
#2 After being #1 in 2019, Ford falls to #2,
which is still better than 2018 (#3), 2017
(#5) and 2016 (#4) and it remains the market
leader for cars for the 3rd year. Its top
placement was SPENSER CONFIDENTIAL.
#7 Mercedes-Benz appeared in 21 films in
2020, with its most valuable ones being
TENET, WONDER WOMAN 1984, MY SPY,
EXTRACTION, THE HUNT, PROJECT
POWER and THE GENTLEMEN.
#3 Dell came in at #3 in 2020 thanks to
appearances in 19 movies in the form of
laptops, monitors, servers, keyboards,
computers and mouses. Its biggest film was
BAD BOYS FOR LIFE.
#8 Lonsdale appeared exclusively in THE
GENTLEMEN in 2020. This placement was
the most valuable brand integration of 2020
and single-handedly made Lonsdale the 8th
most visible brand in 2020 films.
#4 Chevrolet appeared in 42% of movies
Concave analyzed and has always been in
the top 5 brands since 2016. Chevrolet’s best
2020 movie was SPENSER CONFIDENTIAL
which generated nearly 8 million dollars for it.
#9 While Ray-Ban appeared in 8 different
2020 films, it got the lion’s share of its value
from being worn by Hugh Grant in THE
GENTLEMEN for almost 15 minutes of
screen time.
#5 Toyota was the most visible brand in the
Netflix movie EXTRACTION and this
partnership was also the 3rd most successful
placement of 2020. It also appeared in 28
other movies.
#10 With over 10 minutes of screen time in
WONDER WOMAN 1984, Members Only
had the 2nd most successful single-movie
placement of the year. This exposure was
also enough to make it #10 overall.
7

8. 6 6
5
4
3 3 3 3 3
2
8 8
5
6 6
5 5
4
3
6
0
1
2
3
4
5
6
7
8
9
Apple Google Amazon Uber Starbucks Chevrolet Instagram McDonald's Disney Harry Potter
#
of
movies
/
total
mentions
10
9
5 5 5
4 4 4
3 3
16
21
30
10
9 9
5 5
10
6
-
5
10
15
20
25
30
35
Google Facebook Harvard
University
Apple Youtube Chevrolet Snapchat Beyoncé Harry Potter Instagram
#
of
movies
/
total
mentions
movies total mentions
top 10 brands in 2020 movies’ dialogue
50 most watched movies of 2020
• Apple and Google were
both mentioned a total
of 8 times across 6
different movies, more
than any other brands.
• Amazon was mentioned
5 times across as many
films.
• McDonald’s and Disney
were mentioned in 3
different movies each.
• Harry Potter had 6 total
mentions between SCOOB!
and TO ALL THE BOYS:
P.S. I STILL LOVE YOU
• Uber was mentioned in
4 movies, including 3
times in HOLIDATE.
• Starbucks was name-
dropped in 3 movies,
including 4 times in
EUROVISION SONG
CONTEST.
• Chevrolet came up in 3
different movies. Its Corvette
model was specifically
mentioned in both BAD
EDUCATION and SPENSER
CONFIDENTIAL.
• Instagram was in the dialogue
of 3 movies in 2020.
8
“He does, however, request that my mother stop Facetiming me during
business hours.” - HOLIDATE “I decided to Google the two most important
things about marriage.” - PALM SPRINGS
“I have her on Find My iPhone.” – MY SPY “We went to the
Robertson's
treehouse
and read Harry
Potter until it got
dark.” - TO ALL THE
BOYS: P.S. I STILL
LOVE YOU
“They just should have sent KFC,
McDonald’s, and Pizza Hut and we
dfffffff would have defeated
f The NVA in a week!”
R - DA 5 BLOODS
“Are you on Instagram?” - GUNS AKIMBO
"Lars! Lars, they love Starbucks…Hey, go
to Starbucks.” - EUROVISION SONG CONTEST
“That's a Corvette Z06…Who else you
think drives a Corvette like that?... Is that
yellow Corvette my business?”
- SPENSER CONFIDENTIAL
"Don’t Mickey Mouse me.”
- THE GENTLEMEN
“I had a smoky Uber…. Yeah, but she just
hopped in my Uber…Why couldn’t they just call
an Uber?” - HOLIDATE
“Alexa, volume softer.” – BAD BOYS FOR LIFE

9. historic value for brands that appeared in 2019 movies
8
$34,821
$440,028
$59,633
$80,486
$159,488
$91,968
$114,796
$417,166
$86,342
$193,352
$113,460
$1,373,005
$214,069
$309,592
$1,064,930
$284,894
$368,508
$1,971,581
$970,171
$1,118,928
2020 theatrical run
2.4
3.6
3.7
4.9
2.5
6.4
7.6
6.0
2.8
5.5
7.7
11.2
13.5
14.0
16.9
19.8
23.4
28.3
31.0
31.1
SHAFT
STUBER
THE ART OF RACING IN
THE RAIN
RICHARD JEWELL
BLACK AND BLUE
READY OR NOT
PLAYING WITH FIRE
LONG SHOT
BOOKSMART
21 BRIDGES
2019 theatrical viewership vs. 2020 post-
theatrical viewership of selected movies
$34,821
$440,028
$59,633
$80,486
$159,488
$91,968
$114,796
$417,166
$86,342
$193,352
$113,460
$1,373,005
$214,069
$309,592
$1,064,930
$284,894
$368,508
$1,971,581
$970,171
$1,118,928
Randolph Engineering in
SHAFT
Nissan in STUBER
VP Racing Fuel in THE ART OF
RACING IN THE RAIN
Budweiser in RICHARD
JEWELL
Motorola in BLACK AND BLUE
Converse in READY OR NOT
Ram in PLAYING WITH FIRE
Nike in LONG SHOT
Thrasher in BOOKSMART
Samsung in 21 BRIDGES
2019 theatrical value vs. 2020 post-theatrical
value of selected brands in selected movies
Concave Brand Tracking has developed a model to estimate the viewership of movies after the end of their theatrical runs. This
includes streaming, VOD, DVD/Blu-Ray sales/rentals, piracy, in-flight entertainment…
Below on the left, we look at ten 2019 movies that had much larger audiences in 2020 across all post-theatrical platforms than
they had in 2019 in theatres. On the right, we see the value this generated for selected brands in each film.
• 21 BRIDGES was watched by 31.1 million viewers in 2020
vs. a global theatrical audience of just 5.5 million in 2020.
This meant that Samsung’s placement in 21 BRIDGES
generated over a million dollars in value in 2020 vs. just
under $200K from when the film was in cinemas.
• STUBER was watched by more than three times
more people worldwide in 2020 than it was in theatres
in 2019. This means that Nissan’s placement, which
was only worth $440K during the initial run, was worth
close to 1.4 million dollars in 2020 alone.

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.
Our data is used by various brands, agencies and academic institutions and our insights have been published in an array of news outlets.
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