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‘Into The Storm’ Rules the Week in TV Advertising Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Into the Storm” leads in spending with an estimated outlay of $9.4 million for spots that have aired 1,208 times across 42 networks through August 4. That’s up from $8 million, and third place, in our previous chart. The ad-placement strategy remains the same, with Comedy Central scoring more “Storm” commercial placements than any other network for a second week in a row (SyFy was again right behind it).

Though “Teenage Mutant Ninja Turtles” ads began airing on national TV on March 28, a big surge to $8.9 million in estimated spending lands it in second place (it didn’t place in our top 5 at all last time). With an estimated life-of-campaign outlay of $21.9 million so far, that means 40% of the spend over the past three months happened in just the past seven days. “TMNT” commercials were actually the most ubiquitous in our top 5 over the past week, with 1,686 airings; Nick scored the most placements among all networks.

Meanwhile, “Lucy” and “A Most Wanted Man” get knocked out of our chart, making room for “If I Stay,” with an estimated $7.6 million spend, and “The Expendables 3,” at $5.2 million.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

Into the Storm – $9.4M

Into the Storm
Online Activity: 4.48% within the movie category*
National Airings: 1,208
Networks: 42
Most Aired On: Comedy Central, SYFY
Creative Versions: 39
Est. Lifetime TV Spend: $31.8M
Studio: Warner Bros.
Started Airing: 07/04/14

Teenage Mutant Ninja Turtles – $8.9M

Teenage Mutant Ninja Turtles
Online Activity: 13.14% within the movie category*
National Airings: 1,686
Networks: 40
Most Aired On: Nick, Nick Toons
Creative Versions: 40
Est. Lifetime TV Spend: $21.9M
Studio: Paramount Pictures
Started Airing: 03/28/14

If I Stay – $7.6M

If I Stay
Online Activity: 2.36% within the movie category*
National Airings: 876
Networks: 28
Most Aired On: MTV, VH1
Creative Versions: 9
Est. Lifetime TV Spend: $10.8M
Studio: Warner Bros.
Started Airing: 07/21/14

Guardians of the Galaxy – $6.4M

Guardians of the Galaxy
Online Activity: 16.88% within the movie category*
National Airings: 1,147
Networks: 38
Most Aired On: Disney XD, Cartoon Network
Creative Versions: 65
Est. Lifetime TV Spend: $29.3M
Studio: Marvel
Started Airing: 04/13/14

The Expendables 3 – $5.2M

The Expendables 3
Online Activity: 1.08% within the movie category*
National Airings: 802
Networks: 32
Most Aired On: BET, Spike
Creative Versions: 8
Est. Lifetime TV Spend: $12.7M
Studio: Lionsgate
Started Airing: 07/04/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/29/2014 and 08/04/2014.
* Percent of digital activity captured across online video, social media, and search activity that was stimulated by these movie trailers and measured in comparison to all online activity in the movie category.

Variety has partnered with iSpot.tv, a company that catalogs, tags and measures activity around TV commercials in real time, to bring you this weekly look at what studios are spending to market their movies on TV. Learn more about the iSpot.tv platform and methodology.

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