Product Visibility in “Stranger Things Season 3” Valued at $15 Million

The brand placement in the third season of Netflix’s “Stranger Things” is estimated to be valued at $15 million, according to a report from Concave Brand Tracking. Researchers recorded more than 100 visible brands across the season’s eight episodes that came in the form of approximately 45 products, such as cars, drinks, shoes, stores and food. Fourteen brands were called out in the show’s dialogue, including Smirnoff which was mentioned four times.

The top 10 most visible brands were Coca-Cola, Cadillac, Chevrolet, Casio, 7-Eleven, Sharp, Adidas, Pentax, Reebok and Burger King, according to the report. Coca-Cola, was featured in every episode of the season, receiving exposure worth $1.5 million in the first three days of its release on Netflix.

But the third season of “Stranger Things” still contained one to three times less product visibility than other Netflix original series such as “The Defenders” and “Daredevil.” But “Stranger Things” is set to generate much higher advertising revenue due to record-breaking viewership. On July 8, Netflix tweeted that 40.7 million household accounts had watched the series since its release on July 4.

Prior to the season’s release, many brands partnered with the show for promotional campaigns. Among them was Burger King’s “Upside Down” whopper, and Coca-Cola which… [ Read More ]