'Dolphin Tale 2’ Rules the Week

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Dolphin Tale 2” leads in spending with an estimated outlay of $8.5 million for spots that have aired 1,573 times across 44 networks through August 24. The target demo for the drama, a new entry on our weekly chart, should be obvious from the fact that Disney XD and Cartoon Network were the top two networks for its commercial placements.

If I Stay” moves up a spot, from third to second place, with a bump in estimated spending from $4.5 million in our chart last time to $6 million this time. “The November Man” moves up too, from fourth to third place, with a boost in estimated spending from $3.6 to $5.3 million. “Sin City: A Dame to Kill For,” though, is tapering off its commercial spend, from $5 million last time to $3.5 mil this time — just enough to allow it to slip into our ranking in last place.

Our one new entrant: “As Above, So Below,” with $5 million in estimated spending (1,322 airings across 34 networks). The TV campaign for this horror movie has been relatively low-key, with commercials only trickling onto national TV starting on July 26. With an estimated lifetime-of-campaign spend of $5.6 million, that means nearly 90% of the TV outlay to date came just one week before “As Above” hits theaters.

“Teenage Mutant Ninja Turtles” dropped out of chart to make room for “As Above, So Below.”

Top Movie Commercials by Weekly TV Spend

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Dolphin Tale 2 – $8.5M

Dolphin Tale 2
Online Activity: 0.30% within the movie category*
National Airings: 1,573
Networks: 44
Most Aired On: Disney XD, Cartoon Network
Creative Versions: 12
Est. Lifetime TV Spend: $8.7M
Studio: Warner Bros.
Started Airing: 08/10/14

If I Stay – $6M

If I Stay
Online Activity: 4.12% within the movie category*
National Airings: 1,049
Networks: 29
Most Aired On: MTV, VH1
Creative Versions: 31
Est. Lifetime TV Spend: $24.6M
Studio: Warner Bros.
Started Airing: 07/21/14

The November Man – $5.3M

The November Man
Online Activity: 0.59% within the movie category*
National Airings: 1,044
Networks: 26
Most Aired On: History Channel, BET
Creative Versions: 14
Est. Lifetime TV Spend: $16M
Studio: Rogue/Relativity Media
Started Airing: 07/30/14

As Above, So Below – $5M

As Above, So Below
Online Activity: 1.06% within the movie category*
National Airings: 1,322
Networks: 34
Most Aired On: BET, Comedy Central
Creative Versions: 9
Est. Lifetime TV Spend: $5.6M
Studio: Universal Pictures
Started Airing: 07/26/14

Sin City: A Dame to Kill For – $3.5M

Sin City: A Dame to Kill For
Online Activity: 27.67% within the movie category*
National Airings: 1,186
Networks: 31
Most Aired On: Spike, truTV
Creative Versions: 23
Est. Lifetime TV Spend: $16.3M
Studio: Dimension Films
Started Airing: 04/23/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/18/2014 and 08/24/2014.
* 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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