In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “The Judge” leads in spending with an estimated outlay of $10.1 million for spots that have aired 1,284 times across 41 networks through October 12. This is the fourth time in a row the comedy-drama has topped our chart — but all that spending didn’t seem to help much at the box office, as “The Judge” pulled in a disappointing $13.3 million on its opening weekend.
Notably, weekend box office champ “Gone Girl” doesn’t rank in our top 5 — though it did appear last time.
Another top-fiver from last week, “Annabelle,” is also gone. New entrants “The Book of Life” and “The Best of Me” take, respectively, fourth and fifth place.
Even if you don’t know that “Book” is a computer-animated adventure comedy, you could guess its target market by its advertising strategy: Nick and Nick Toons got more of its spot placements than any other networks. Meanwhile, romantic drama “The Best of Me” went with TLC first, followed by MTV.
Top Movie Commercials by Weekly TV Spend
Online Activity: 2.18% within the movie category*
National Airings: 1,284
Most Aired On: Comedy Central, VH1
Creative Versions: 55
Est. Lifetime TV Spend: $35.8M
Studio: Warner Bros.
Started Airing: 09/13/14
Online Activity: 9.66% within the movie category*
National Airings: 1,142
Most Aired On: Comedy Central, BET
Creative Versions: 15
Est. Lifetime TV Spend: $24.7M
Studio: Universal Pictures
Started Airing: 09/14/14
Online Activity: 1.92% within the movie category*
National Airings: 881
Most Aired On: Disney XD, Nick
Creative Versions: 46
Est. Lifetime TV Spend: $20M
Studio: Disney Motion Pictures (Pixar)
Started Airing: 08/23/14
Online Activity: 0.85% within the movie category*
National Airings: 1,461
Most Aired On: Nick, Nick Toons
Creative Versions: 31
Est. Lifetime TV Spend: $13.3M
Studio: Twentieth Century Fox
Started Airing: 08/24/14
Online Activity: 0.42% within the movie category*
National Airings: 923
Most Aired On: TLC, MTV
Creative Versions: 40
Est. Lifetime TV Spend: $15.1M
Studio: Rogue/Relativity Media
Started Airing: 08/10/14
1 Movie titles with a minimum spend of $100,000 for airings detected between 10/06/2014 and 10/12/2014.
* 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.