‘Max’ Takes Over Top TV Ad Spend, ‘Ted 2’ Debuts

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Max” overtook “Magic Mike XXL” to become the movie backed by the biggest TV advertising budget for the week.

Although Warner Bros. reduced its expenditure on “Max” by more than a million dollars this week over last, the estimated $7.4 million it did invest was enough to take over the top spot, buying 1,158 national airings across 48 networks led by VH1 and FX in volume and ABC and NBC in spend. The hit animated film “Inside Out” ranked second, with an ad budget of $6.3 million for 1,417 national airings across 35 networks led by Disney XD and Disney Channel in volume and ABC and NBC in spend.

Ted 2,” the only newcomer on the list this week, debuted at third as it ramps up its ad campaign, with $6.2 million spent on 984 national airings across 38 networks led by MTV and Comedy Central in volume and ABC and NBC on spend. Meanwhile last week’s leader “Magic Mike XXL” fell to fourth, with $5.5 million spent on 1,064 national airings across 40 networks led by MTV and VH1 in volume and ABC and NBC on spend. Finally, “Terminator Genisys” again brought up the rear with $5 million spent on 1,025 national airings across 39 networks led by MTV and Spike in terms of volume and MTV and the Cartoon Network in terms of spend.

Overall, the movie industry spent an estimated total of $56.3 million on TV advertising for the week. Warner Bros. led this drive with over 31% of that total, followed by Universal Pictures at 22% and Disney Pixar with just under 13%. The 2015 NBA Finals was by far the most popular program to advertise movies against, with over $7 million directed at the series.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$7.4M – Max

Max
Online Activity: 2.33% within the movie category*
National Airings: 1,158
Networks: 48
Most Aired On: VH1, FX
Creative Versions: 24
Est. Lifetime TV Spend: $21.5M
Studio: Warner Bros.
Started Airing: 06/01/15

$6.3M – Inside Out

Inside Out
Online Activity: 9.70% within the movie category*
National Airings: 1,417
Networks: 35
Most Aired On: Disney XD, Disney Channel
Creative Versions: 73
Est. Lifetime TV Spend: $28.9M
Studio: Disney Pixar
Started Airing: 01/17/15

$6.2M – Ted 2

Ted 2
Online Activity: 1.86% within the movie category*
National Airings: 984
Networks: 38
Most Aired On: MTV, Comedy Central
Creative Versions: 25
Est. Lifetime TV Spend: $17.6M
Studio: Universal Pictures
Started Airing: 05/16/15

$5.5M – Magic Mike XXL

Magic Mike XXL
Online Activity: 6.97% within the movie category*
National Airings: 1,064
Networks: 40
Most Aired On: MTV, VH1
Creative Versions: 19
Est. Lifetime TV Spend: $14.4M
Studio: Warner Bros.
Started Airing: 06/08/15

$5M – Terminator Genisys

Terminator Genisys
Online Activity: 4.16% within the movie category*
National Airings: 1,025
Networks: 39
Most Aired On: MTV, Spike
Creative Versions: 25
Est. Lifetime TV Spend: $20.9M
Studio: Paramount Pictures
Started Airing: 02/01/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/15/2015 and 06/21/2015.
* 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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