‘The Maze Runner,’ ‘The Equalizer’ Join TV Ad-Spend Top 5

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “This Is Where I Leave You” leads in spending with an estimated outlay of $5.1 million for spots that have aired 946 times across 44 networks through September 7. This is the second week in a row the comedy-drama has topped our chart, even though its spending dropped considerably (from $8.1 million last time).

In fact, spending is down overall in our chart — a reflection of the post-Labor Day, late-summer lull — with the exceptions being the new two new entrants, “The Maze Runner,” in fourth place, and “The Equalizer,” in fifth.

Both of those movies, incidentally, placed more of their ads on Comedy Central than any other networks — also the case for “This Is Where I Leave You” — which makes the Viacom cable channel the true dominant force in our chart this week.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$5.1M – This is Where I Leave You

This is Where I Leave You
Online Activity: 1.61% within the movie category*
National Airings: 946
Networks: 44
Most Aired On: Comedy Central, MTV
Creative Versions: 15
Est. Lifetime TV Spend: $14.6M
Studio: Warner Bros.
Started Airing: 08/18/14

$4.6M – Dolphin Tale 2

Dolphin Tale 2
Online Activity: 0.50% within the movie category*
National Airings: 1,251
Networks: 49
Most Aired On: Cartoon Network, Disney XD
Creative Versions: 24
Est. Lifetime TV Spend: $17.3M
Studio: Warner Bros.
Started Airing: 08/10/14

$3.3M – A Walk Among The Tombstones

A Walk Among The Tombstones
Online Activity: 1.64% within the movie category*
National Airings: 775
Networks: 34
Most Aired On: BET, A&E
Creative Versions: 7
Est. Lifetime TV Spend: $7.8M
Studio: Universal Pictures
Started Airing: 08/23/14

$3.2M – The Maze Runner

The Maze Runner
Online Activity: 0.06% within the movie category*
National Airings: 967
Networks: 26
Most Aired On: Comedy Central, VH1
Creative Versions: 16
Est. Lifetime TV Spend: $9.6M
Studio: Twentieth Century Fox
Started Airing: 03/17/14

$3.2M – The Equalizer

The Equalizer
Online Activity: 0.69% within the movie category*
National Airings: 574
Networks: 33
Most Aired On: Comedy Central, Spike
Creative Versions: 7
Est. Lifetime TV Spend: $8M
Studio: Columbia Pictures
Started Airing: 08/16/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/01/2014 and 09/07/2014.
* 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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