The Expendables 3

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “The Expendables 3” leads in spending with an estimated outlay of $5 million for spots that aired 1,017 times across 38 networks through August 17. That’s down from $5.7 million in our previous chart, when “Expendables” was in third place.

Our top spender last time, “Teenage Mutant Ninja Turtles,” also drops — to an estimated $3.2 million from $9 million — pushing it down to fifth place. Once again, Nick and Nick Toons scored more “TMNT” commercial placements than any other networks.

Entering our chart this week: “Sin City: A Dame to Kill For,” in second place with an estimated outlay of $5 million (Spike and truTV were the top networks for “Sin” spots), and “If I Stay,” in third place with $4.5 million (VH1 and MTV were its top networks). “Into the Storm” and “The Hundred-Foot Journey,” top 5 finishers last time, fell below the $3.2 million threshold it took to break into our chart this week.

Top Movie Commercials by Weekly TV Spend

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The Expendables 3 – $5M

The Expendables 3
Online Activity: 20.48% within the movie category*
National Airings: 1,017
Networks: 38
Most Aired On: BET, TV Guide Network
Creative Versions: 14
Est. Lifetime TV Spend: $22.4M
Studio: Lionsgate
Started Airing: 07/04/14

Sin City: A Dame to Kill For – $5M

Sin City: A Dame to Kill For
Online Activity: 0.05% within the movie category*
National Airings: 1,172
Networks: 32
Most Aired On: Spike, truTV
Creative Versions: 19
Est. Lifetime TV Spend: $12.8M
Studio: Dimension Films
Started Airing: 04/23/14

If I Stay – $4.5M

If I Stay
Online Activity: 7.45% within the movie category*
National Airings: 873
Networks: 30
Most Aired On: VH1, MTV
Creative Versions: 29
Est. Lifetime TV Spend: $18.8M
Studio: Warner Bros.
Started Airing: 07/21/14

The November Man – $3.6M

The November Man
Online Activity: 0.06% within the movie category*
National Airings: 640
Networks: 26
Most Aired On: BET, History Channel
Creative Versions: 8
Est. Lifetime TV Spend: $10.7M
Studio: Rogue/Relativity Media
Started Airing: 07/30/14

Teenage Mutant Ninja Turtles – $3.2M

Teenage Mutant Ninja Turtles
Online Activity: 5.60% within the movie category*
National Airings: 1,103
Networks: 35
Most Aired On: Nick, Nick Toons
Creative Versions: 59
Est. Lifetime TV Spend: $31.9M
Studio: Paramount Pictures
Started Airing: 03/28/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/11/2014 and 08/17/2014.
* 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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