Free tool

What is a product placement worth?

For filmmakers pricing a scene, and brands checking a quote. Works for movies, TV, web series and micro-dramas.

Expected audience (viewers)Your realistic total views across release. Pick a starting point or type your own.

Seconds on screen: 30sHow the brand appearsProduction stage

Estimated media value

$5,180

Range $3,108 – $7,770 · reaching 400K viewers

Fair cash price for this slot

$550 – $1,300

Brands get 3–7× their money back in media value at this price, after a 30% discount for pre-production risk.

For comparison: one 30-second streaming ad to the same audience costs about $10,360. How we calculate this

Placement Watch

Worked examples from real shows

Brand	Title	Audience	Screen time*	How	Est. value	Sources
Volvo XC90	Nobody Wants This · Season 1 Netflix	49M views	~120s	Hands-on	$2,522,660	Placement (International Promotions) Views (What's on Netflix)
Caterpillar	Ransom Canyon · S2 E2 Netflix	12M views	~150s	Worn or clearly visible	$398,212.50	Placement (International Promotions) Views (What's on Netflix)
Corona Extra	BEEF · S2 E1 Netflix	6.5M views	~20s	Hands-on	$56,116.67	Placement (International Promotions) Views (What's on Netflix)

*Screen time is our estimate from published descriptions of each placement. Audiences are Netflix's published view counts.

Method

media value = (audience ÷ 1,000) × $25.9 × (seconds ÷ 30) × prominence

$25.9 CPM: the average 2026 upfront price brands paid per 1,000 adult streaming viewers for a 30-second spot (Advanced Television, Aug 2026). It puts placement on the same scale media teams already buy.
Prominence discounts for how noticeable the brand is: background / set dressing 0.12 · worn or clearly visible 0.25 · hands-on 0.5 · hands-on + named 0.75 · written into the story 1.
Calibration: on Stranger Things season 3 the formula gives Cadillac about $885K and Burger King about $527K; Concave Brand Tracking published about $954K and $471K. Close enough to be a credible shared starting point.
Fair price = 15–35% of media value, discounted for production risk: development ×0.5 · pre-production ×0.7 · in production ×0.85 · post-production ×0.95 · released ×1. Brands buy at a discount because scenes get cut and releases slip.

It's an estimate, not an audited measurement or a guarantee. Use it to start the conversation from the same number.