Marvel Tops Movie Studio TV Spending with ‘Ant-Man,’ ‘Fantastic Four’

Ant-Man
Courtesy of Marvel

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Ant-Man” dethroned last-week’s leading “Vacation” as the movie backed with the most TV advertising dollars, while three new films made their debut.

Marvel increased the TV ad spend behind “Ant-Man” by nearly $2 million over last week to an estimated $8.13 million, taking the top position with 1,160 national airings across 41 networks led by Disney XD and Nick. Warner Bros., meanwhile, reduced the TV budget for “Vacation” by a similar amount, causing it to fall to second with $7.01 million for 989 national airings across 45 networks led by Comedy Central and FX.

Debuting at third was another Marvel superhero entry from 20th Century Fox, the reboot of “Fantastic Four,” backed by $5.83 million for 1,161 national airings across 45 networks led by Disney XD and Cartoon Network. Columbia’s “Pixels” entered the chart close behind at fourth with $5.42 million for 1,112 national ads across 45 networks led by Nick and Cartoon Network.

The Weinstein Company’s “Southpaw” followed with $5.28 million for 1,018 national airings across 36 networks led by Spike and TruTV. Combined, the bottom three newcomers were separated by less than a half million dollars in estimated TV spending.

Overall, the movie industry spent $140.7 million on TV advertising for the week. Marvel, with two movies in the top five, led the way with over 22% of that total, followed by Warner Bros. with just under 20% and Columbia Pictures with over 12%.

Thanks to the 2015 MLB All-Star Game, Fox collected the vast bulk of this spending, with $10.4 million ($6.3 million of which came from the baseball game alone). The Cartoon Network, NBC, and ABC followed with over $4 million each, and MTV was fifth with $3.5 million.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$8.13M – Ant-Man

Ant-Man
Online Activity: 3.58% within the movie category*
National Airings: 1,162
Networks: 41
Most Aired On: Disney XD, Nick
Creative Versions: 50
Est. Lifetime TV Spend: $31.18M
Studio: Marvel
Started Airing: 04/12/15

$7.01M – Vacation

Vacation
Online Activity: 0.92% within the movie category*
National Airings: 989
Networks: 45
Most Aired On: Comedy Central, FX
Creative Versions: 22
Est. Lifetime TV Spend: $20.78M
Studio: Warner Bros.
Started Airing: 06/14/15

$5.83M – Fantastic Four

Fantastic Four
Online Activity: 7.01% within the movie category*
National Airings: 1,161
Networks: 45
Most Aired On: Disney XD, Cartoon Network
Creative Versions: 15
Est. Lifetime TV Spend: $9.26M
Studio: Marvel
Started Airing: 06/11/15

$5.42M – Pixels

Pixels
Online Activity: 1.73% within the movie category*
National Airings: 1,112
Networks: 45
Most Aired On: Nick, Cartoon Network
Creative Versions: 37
Est. Lifetime TV Spend: $26.4M
Studio: Columbia Pictures
Started Airing: 03/18/15

$5.28M – Southpaw

Southpaw
Online Activity: 1.41% within the movie category*
National Airings: 1,018
Networks: 36
Most Aired On: Spike, truTV
Creative Versions: 29
Est. Lifetime TV Spend: $10.61M
Studio: The Weinstein Company
Started Airing: 05/26/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/13/2015 and 07/19/2015.
* 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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  1. Jim says:

    Your headline is misleading…..Marvel isn’t spending anything on Fantastic Four. Fox owns the movie rights to FF and has had that license from Marvel for years.

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