‘Magic Mike XXL’ Returns to Top of Ad Spend List

Magic Mike XXL
Courtesy of Warner Bros.

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Magic Mike XXL” returned as the movie with most TV advertising dollars behind it two weeks after being bumped off by “Max.”

With an estimated $8.3 million TV ad budget, “Magic Mike XXL” bought 1,462 national airings across 43 networks led by VH1 and MTV. This was more than enough to stave off newcomer “The Gallows,” which debuted in second place with $6.5 million buying 1,652 national airings across 33 networks led by Comedy Central and MTV.

Two other new movies also entered the list. “Minions” was third with $6 million spent on 1,986 national airings across 46 networks led by Nick and Disney XD, and “Paper Towns” was last, spending $5.3 million on 783 national airings across 24 networks led by VH1 and E! Incumbent “Terminator Genisys,” meanwhile, rose to fourth place on the back of a $5.5 million TV ad spend for 1,677 national airings across 46 networks led by MTV and Spike.

The film industry overall spent an estimated $63.8 million on TV advertising for the week, an increase of over $3 million from the week prior. Leading the charge was Warner Bros. with more than 28% of that total, followed by Universal Pictures with over 20% and Paramount Pictures with over 10%. The Cartoon Network emerged from the week collecting the greatest portion of that investment, with $5.68 million… just barely edging out NBC’s $5.64 million.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$8.33M – Magic Mike XXL

Magic Mike XXL
Online Activity: 12.36% within the movie category*
National Airings: 1,462
Networks: 43
Most Aired On: VH1, MTV
Creative Versions: 39
Est. Lifetime TV Spend: $28.71M
Studio: Warner Bros.
Started Airing: 06/08/15

$6.55M – The Gallows

The Gallows
Online Activity: 1.33% within the movie category*
National Airings: 1,652
Networks: 33
Most Aired On: Comedy Central, MTV
Creative Versions: 26
Est. Lifetime TV Spend: $15.44M
Studio: Warner Bros.
Started Airing: 05/21/15

$6M – Minions

Minions
Online Activity: 10.91% within the movie category*
National Airings: 1,986
Networks: 46
Most Aired On: Nick, Disney XD
Creative Versions: 30
Est. Lifetime TV Spend: $19.11M
Studio: Universal Pictures
Started Airing: 12/04/14

$5.53M – Terminator Genisys

Terminator Genisys
Online Activity: 4.34% within the movie category*
National Airings: 1,677
Networks: 46
Most Aired On: MTV, Spike
Creative Versions: 46
Est. Lifetime TV Spend: $31.91M
Studio: Paramount Pictures
Started Airing: 02/01/15

$5.38M – Paper Towns

Paper Towns
Online Activity: 1.60% within the movie category*
National Airings: 783
Networks: 24
Most Aired On: VH1, E!
Creative Versions: 8
Est. Lifetime TV Spend: $8.27M
Studio: Twentieth Century Fox
Started Airing: 05/13/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/29/2015 and 07/05/2015.
* 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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