From Apple to Omega: an analysis of brand placement in 2010 top-earning films

Michael Devlin and Justin Combs

Journal of Global Scholars of Marketing Science, 2015, vol. 25, issue 1, 75-90

Abstract: This study utilized a content analysis to measure brand placements in the top 25 films released in 2010 and compared results to a similar population of top-earning films released in 1991. The content analysis measured the frequency and modality of each placement, character interaction, visual placement and visual prominence, and accounted for the valence of each scene containing a product placement in terms of positive or negative hedonic values. Findings revealed there were substantially more brand placements and more prevalent use of prominent placement and character interaction in the 2010 films, compared with those in 1991. The study's findings provide rationale for future studies exploring the effectiveness of product placements and set a comparable benchmark for future analysis examining product placement trends.

Date: 2015
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DOI: 10.1080/21639159.2014.980037

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