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 $8.1 million for spots that have aired 1,192 times across 43 networks through August 31. The marketing strategy for this comedy-drama starring an ensemble cast (including Jason Bateman, Tina Fey, Connie Britton and Jane Fonda)? You can start to figure that out by checking out the top two networks for its commercial placements: Comedy Central and MTV.
The top spender in our chart last time, “Dolphin Tale 2,” slips down a notch, with a drop in spending from an estimated $8.5 million to $5.6. (Disney XD, followed by Cartoon Network, scored the most “Dolphin” commercial placements once again.) “As Above, So Below” actually creeped up a notch, to third place from fourth, despite a slight drop in estimated outlay (from $5 million to $4.7) — but only because of the relatively modest spending of the two remaining movies in our chart: “The November Man” and new entrant “A Walk Among The Tombstones.”
“Tombstones,” which knocked, “Sin City: A Dame to Kill For” out of our ranking, placed more of its spots on BET and A&E than any other networks.
1 Movie titles with a minimum spend of $100,000 for airings detected between 08/25/2014 and 08/31/2014.
* 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.