‘Pan’ Hooks the Top Spot as Week’s Number One TV Ad Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. claims the top spot in TV ad spending with the fantasy prequel “Pan.”

Telling the story of the early days of Captain Hook and Peter Pan, the Hugh Jackman-starring adventure saw an estimated $6.1 million spent in TV advertising, bringing its estimated total through Sunday to $25.9 million. Making its debut in the second spot is Universal’s biopic “Steve Jobs.” The film, about the titular Apple titan, saw $4.46 million spent on 620 national airings across 40 networks, led by CBS and Fox.

Our previous chart-topper, Fox’s “The Martian,” falls to the third spot. The sci-fi drama saw an estimated $4 million outlay, bringing its lifetime total to $23.6 million spent to date.

The week is rounded out by two more debuts to the list, with Sony’s “The Walk” landing in the fourth position, with $3.9 million spent on 594 national airings across 27 networks, led by CBS and Fox. Clocking in at fifth is Universal’s supernatural thriller “Crimson Peak,” which saw $3.63 million spent on 596 national airings across 30 networks, led by Fox and NBC.

Overall, the movie industry spent an estimated $55.4 million on TV advertising through Sunday. Warner Bros. led the spending with 19.3% of that total, followed by Universal at 18.1%, and Sony at 12.7%. NBC saw the most advertising dollars from studios, with an estimated $6.7 million pushed its way, while NFL Football led the way in programming with the most advertising money, with over $7.1 million spent among the various games.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.1M – Pan

Pan
Online Activity: 3.46% within the movie category*
National Airings: 1,101
Networks: 51
Top TV Spend: NBC, FOX, ABC
Creative Versions: 25
Est. Lifetime TV Spend: $25.94M
Studio: Warner Bros.
Started Airing: 07/15/15

$4.46M – Steve Jobs

Steve Jobs
Online Activity: 2.7% within the movie category*
National Airings: 620
Networks: 40
Top TV Spend: CBS, FOX, ESPN
Creative Versions: 16
Est. Lifetime TV Spend: $13.49M
Studio: Universal Pictures
Started Airing: 05/17/15

$4.03M – The Martian

The Martian
Online Activity: 28.3% within the movie category*
National Airings: 1,030
Networks: 47
Top TV Spend: Univision, CBS, NBC
Creative Versions: 31
Est. Lifetime TV Spend: $23.61M
Studio: Twentieth Century Fox
Started Airing: 08/23/15

$3.94M – The Walk

The Walk
Online Activity: 5.47% within the movie category*
National Airings: 594
Networks: 27
Top TV Spend: CBS, FOX, NBC
Creative Versions: 20
Est. Lifetime TV Spend: $8.69M
Studio: Sony Pictures
Started Airing: 09/09/15

$3.63M – Crimson Peak

Crimson Peak
Online Activity: 7.24% within the movie category*
National Airings: 596
Networks: 30
Top TV Spend: FOX, NBC, MTV
Creative Versions: 11
Est. Lifetime TV Spend: $6.41M
Studio: Universal Pictures
Started Airing: 09/13/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/28/2015 and 10/04/2015.
* 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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