Since launching in May, Netflix’s season four of Stranger Things has generated more than $27.4 million (£22.8 million) in brand placement.
Data collected by YouGov Stream in the UK and US suggests that Coca-Cola took home the most wins commercially with show placements of £2.8 million – the highest of any brand.
The global brand’s best-performing asset was the Coca-Cola can with £1.4 million followed by the glass bottle with £590,490 and the fountain cup with £387,000.
Coca-Cola received six times the amount of Pepsi, which had a placement valuation of £486,700 across the UK and US.
Other brands that capitalised from the high viewing figures included 7Up with £120,460, Sprite with £58,150 and Dr Pepper with £41,540.
Sony, Reebok and Lacoste also benefited from the show collecting a collective £5.9 million from placement in the critically-acclaimed show.
The infamous Running Up That Hill by Kate Bush also drove more than £4.2 million in net placement value for brands including Swatch, Sony, Hang Ten and Vans.
READ MORE: Netflix toys with public in new Stranger Things OOH stunt
Featuring over 35 brands and generating £6.1 million in one episode, was the series finale that lasted two and a half hours.
“What we’re seeing in this data is an extremely healthy return provided by Netflix for the brands featured in Stranger Things,” YouGov associate director of product, Dominic Prince said.
“Coke, as reportedly the largest buyers of product placement in the show, will be happy with over 3.4 million US dollars (£2.8 million) in advertising value driven by their efforts in the UK and US. As will the likes of Reebok, Sony, and Jif Peanut Butter. Note that the audience figures for Stranger Things will only continue to grow over time, and consequently so will these valuations.”
“It’s also important to look at this data in the context of the broadening push by SVOD (subscription video on demand) services to offset production costs by creating new revenue streams.”
“Our total valuation of 27.4 million US dollars (£22.8m) demonstrates the value that this media can generate for brands.”
“A blue-chip streamer like Stranger Things is effectively a marketing tool with monumental reach for brands looking to target even the most stubborn, ad-averse consumers.”
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