‘San Andreas’ Leads Warner Bros. Domination of Weekly Ad Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. dominated the weekly spending on TV ads, with the top three movies on this week’s list belonging to the studio.

It was led by the crushing debut of “San Andreas” at No. 1 with an estimated $10.5 million spent on 1,035 national airings across 45 networks, led by MTV and VH1; $2.3 million of that was focused solely on NBA Playoff games.

Hot Pursuit” maintained the No. 2 spot despite increasing spending from $6.3 million last week to $9 million, buying 1,334 national airings across 38 networks, led by VH1 and MTV. Meanwhile, last week’s leader, “Mad Max: Fury Road,” fell to No. 3 with $6.9 million spent on 977 national airings across 42 networks, led by MTV and Comedy Central.

Together, Warner Bros. contributed an estimated $26.4 million on TV advertising for the week for the top three movies alone, comprising the bulk of the $30.1 million Warner Bros. spent advertising movies overall.

Pitch Perfect 2” found its way back into the list at No. 4, backed by $4.4 million spent on 770 national airings across 30 networks, led by MTV and E! And newcomer “Aloha” debuted at No. 5, with $3.7 million spent on 491 national airings across 23 networks, led by MTV and VH1.

Overall, the movie industry spent an estimated $67.3 million on TV advertising, with Warner Bros. the clear leader supporting a total of 15 spots. A distant second was Universal Pictures at $9.8 million behind 10 spots, followed by 20th Century Fox with $6.7 million across four spots.

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Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$10.5M – San Andreas

San Andreas
Online Activity: 5.86% within the movie category*
National Airings: 1,035
Networks: 45
Most Aired On: MTV, VH1
Creative Versions: 10
Est. Lifetime TV Spend: $15.1M
Studio: Warner Bros.
Started Airing: 04/12/15

$9M – Hot Pursuit

Hot Pursuit
Online Activity: 1.93% within the movie category*
National Airings: 1,334
Networks: 38
Most Aired On: VH1, MTV
Creative Versions: 39
Est. Lifetime TV Spend: $31.9M
Studio: Warner Bros.
Started Airing: 04/12/15

$6.9M – Mad Max: Fury Road

Mad Max: Fury Road
Online Activity: 7.73% within the movie category*
National Airings: 977
Networks: 42
Most Aired On: MTV, Comedy Central
Creative Versions: 35
Est. Lifetime TV Spend: $31.9M
Studio: Warner Bros.
Started Airing: 04/04/15

$4.4M – Pitch Perfect 2

Pitch Perfect 2
Online Activity: 1.87% within the movie category*
National Airings: 770
Networks: 30
Most Aired On: MTV, E!
Creative Versions: 23
Est. Lifetime TV Spend: $19.7M
Studio: Universal Pictures
Started Airing: 12/25/14

$3.7M – Aloha

Aloha
Online Activity: 0.63% within the movie category*
National Airings: 491
Networks: 23
Most Aired On: MTV, VH1
Creative Versions: 4
Est. Lifetime TV Spend: $4.5M
Studio: Columbia Pictures
Started Airing: 04/24/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 05/04/2015 and 05/10/2015.

* 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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