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‘Get Hard’ Debuts Atop TV Ad Spend Chart

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, the comedy “Get Hard” debuted at No. 1 on the ad spend list, with an estimated $10.4 million outlay buying 1,220 national spots across 46 networks led by Comedy Central and FXX.

Retaining second place was “Run All Night” despite Warner Bros. increasing its spending on the Liam Neeson action film from $8 million last week to $9.6 million for 1,207 national airings across 42 networks led by MTV and VH1. Even with “Focus” falling off the list, Warner Bros. still held the top two spots.

Newcomer “Home” entered the list at third, with $7.1 million spent on 1,319 national airings across 33 networks led by Nick and the Hub. It displaced “Chappie,” which fell to fourth with $4.6 million spent on 1,360 national airings led by BET and Comedy Central. Finally, “Cinderella” stayed steady at fifth, with $4.1 million spent on 683 national airings across 24 networks led by XD and Nick.

In addition to owning the top two spots, Warner Bros. also led the week with an overall estimated spend of $22.6 million on six spots. DreamWorks Animation followed at a distant second with $7.3 million on three spots.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$10.4M – Get Hard

Get Hard
Online Activity: 1.19% within the movie category*
National Airings: 1,220
Networks: 46
Most Aired On: Comedy Central, FXX
Creative Versions: 7
Est. Lifetime TV Spend: $13.4M
Studio: Warner Bros.
Started Airing: 02/13/15

$9.6M – Run All Night

Run All Night
Online Activity: 0.76% within the movie category*
National Airings: 1,207
Networks: 42
Most Aired On: MTV, VH1
Creative Versions: 23
Est. Lifetime TV Spend: $31.1M
Studio: Warner Bros.
Started Airing: 02/13/15

$7.1M – Home

Home
Online Activity: 2.02% within the movie category*
National Airings: 1,319
Networks: 33
Most Aired On: Nick, The HUB
Creative Versions: 16
Est. Lifetime TV Spend: $9.2M
Studio: DreamWorks Animation
Started Airing: 01/01/15

$4.6M – Chappie

Chappie
Online Activity: 3.73% within the movie category*
National Airings: 1,360
Networks: 33
Most Aired On: BET, Comedy Central
Creative Versions: 21
Est. Lifetime TV Spend: $25.9M
Studio: Columbia Pictures
Started Airing: 11/10/14

$4.1M – Cinderella

Cinderella
Online Activity: 2.36% within the movie category*
National Airings: 683
Networks: 24
Most Aired On: Disney XD, Nick
Creative Versions: 38
Est. Lifetime TV Spend: $16.8M
Studio: Walt Disney Pictures
Started Airing: 12/31/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/02/2015 and 03/08/2015.

* 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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