‘Entourage’ Debuts Atop Reshuffled Weekly Ad Spend Chart

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, two new movies made their debut, two incumbents stuck around, and one returned to the list after falling off last week.

Newcomer “Entourage” made its debut at the top of the list on the strength of $9.8 million spent on 1,093 national airings across 41 networks led by MTV and VH1. Nearly half its budget went to broadcast networks ABC, CBS, NBC and Fox with over $1 million each. The other new movie to make the list for the first time was “Spy,” debuting at third with $7.8 million spent on 974 national airings across 37 networks led by MTV and VH1. MTV also captured the bulk of this budget, with just under $1 million.

Meanwhile, “Mad Max: Fury Road” moved up a spot to second, with $7.9 million spent on 1,078 national airings across 42 networks led by Comedy Central and MTV, with CBS capturing the most cash at over $1.2 million. The only other holdover was last week’s leader “San Andreas,” which slipped to fourth place with $7.7 million spent on 989 national airings across 45 networks led by MTV and Comedy Central. Most of the spending was targeted at the NBA Basketball playoffs, at just under $1 million.

Finally, “Tomorrowland” returned to the list after losing position last week, spending $6.5 million on 1,114 national airings across 36 networks led by Disney XD and the Disney Channel, with ABC getting most of that budget with over $1 million.

Overall, the movie industry spent an estimated $76.6 million on ads, with Warner Bros. responsible for over 37% of that figure, followed by Universal Pictures at 16% and 20th Century Fox at 7%. The NBA Basketball playoffs captured most of this with over $7 million, followed by “Big Bang Theory” at just under $3 million, and “American Idol,” “The Voice,” and “Mad Men” each capturing just over $2 million each.

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Top Movie Commercials by Weekly TV Spend

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$9.8M – Entourage

Entourage
Online Activity: 0.51% within the movie category*
National Airings: 1,093
Networks: 41
Most Aired On: MTV, VH1
Creative Versions: 15
Est. Lifetime TV Spend: $12M
Studio: Warner Bros.
Started Airing: 04/12/15

$7.9M – Mad Max: Fury Road

Mad Max: Fury Road
Online Activity: 26.19% within the movie category*
National Airings: 1,078
Networks: 42
Most Aired On: Comedy Central, MTV
Creative Versions: 38
Est. Lifetime TV Spend: $39.7M
Studio: Warner Bros.
Started Airing: 04/04/15

$7.8M – Spy

Spy
Online Activity: 1.10% within the movie category*
National Airings: 974
Networks: 37
Most Aired On: MTV, VH1
Creative Versions: 13
Est. Lifetime TV Spend: $10.9M
Studio: Twentieth Century Fox
Started Airing: 04/18/15

$7.7M – San Andreas

San Andreas
Online Activity: 4.08% within the movie category*
National Airings: 989
Networks: 45
Most Aired On: MTV, Comedy Central
Creative Versions: 25
Est. Lifetime TV Spend: $22.9M
Studio: Warner Bros.
Started Airing: 04/12/15

$6.5M – Tomorrowland

Tomorrowland
Online Activity: 2.64% within the movie category*
National Airings: 1,114
Networks: 36
Most Aired On: Disney XD, Disney Channel
Creative Versions: 47
Est. Lifetime TV Spend: $18.2M
Studio: Walt Disney Pictures
Started Airing: 01/17/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 05/11/2015 and 05/17/2015.

* 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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