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Brands in HOUSE OF CARDS by Concave Brand Tracking
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Transcript of 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]
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
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
Brand exposure
6
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
• 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
season 1 season 2 season 3
# 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
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
• 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
season 1 season 2 season 3
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
season 1 season 2 season 3
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
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
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
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
• 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
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.
presencescreen timediscernibility
Brand demographicsBrand contextmethodology
logo/name visibilityoverall visibility
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
season 1 season 2 season 3
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
Brand visibility -indexed to highest
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
Brand visibility -indexed to highest
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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
• 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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
season 1 season 2 season 3
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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
0%
10%
20%
30%
40%
50%
60%
70%
season 1 season 2 season 3
% 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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
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
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 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
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 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
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 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
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 demographics – particular individuals – top 5 Brands by actor – % of visibility associated with actor –
season 3 of HOUSE OF CARDS (2015)
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
• 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
Visibility factors in Brand screen time, discernibility and logo/name visibility. See methodology for more.
• 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
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.
locationassociation
Brand demographicsBrand context
methodology
Brand exposure
39
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.
locationassociation
Brand demographicsBrand context
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
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.
locationassociation
Brand demographicsBrand context
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
season 1 season 2 season 3
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
Brand demographicsBrand contextmethodology
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.