‘Vacation’ Leads TV Ad Spend While ‘Minions’ Doubles Reach Via Co-Branding

Vacation
Courtesy of Warner Bros.

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Vacation” made its debut among the movies backed with the most TV advertising dollars in the top spot as one of three newcomers to the list.

Warner Bros. backed the Rusty-led next chapter of the Griswold saga with an estimated $9.15 million, buying 1,059 national airings across 41 networks led by Comedy Central and Fox. That’s just under half the lifetime spend of $13.7 million on the film to date in just one week and easily beating out the rest of the field, none of which surpassed $7 million.

Other movie ads new to the list this week were those for “Ant-Man” and “Trainwreck” at fourth and fifth respectively. Marvel backed “Ant-Man” with $6.22 million in TV advertising, for 1,218 national airings across 39 networks led by XD and Disney. Meanwhile, Universal Pictures ponied up $6.21 million for “Trainwreck” for 977 national airings across 28 networks led by Comedy Central and E!.

Both “The Gallows” and “Minions” maintained their positions from last week. “The Gallows” retained second with $6.99 million on 1,442 national airings across 34 networks led by Comedy Central and MTV. “Minions” again ranked third with $6.54 million on 1,836 national airings across 50 networks led by Nick and Disney XD. But Minions gained far more exposure through co-branded spots with such partners as Tic Tac, McDonald’s, and General Mills, adding an estimated $26.5 million in TV ad exposure over the lifetime of the campaign.

Movie studios collectively spent over $70 million for the week on TV advertising, led by Warner Bros. at over 27%, followed by Universal Pictures with more than 20%, and Marvel and just under 12%. The Cartoon Network beat out the national broadcasters for the biggest cut of this spend, with over $5.8 million to NBC’s and MTV’s $5.1 million each and Fox’s $4.8 million.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$9.15M – Vacation

Vacation
Online Activity: 2.53% within the movie category*
National Airings: 1,059
Networks: 41
Most Aired On: Comedy Central, FX
Creative Versions: 13
Est. Lifetime TV Spend: $13.7M
Studio: Warner Bros.
Started Airing: 06/14/15

$6.99M – The Gallows

The Gallows
Online Activity: 6.34% within the movie category*
National Airings: 1,442
Networks: 34
Most Aired On: Comedy Central, MTV
Creative Versions: 27
Est. Lifetime TV Spend: $22.27M
Studio: Warner Bros.
Started Airing: 05/21/15

$6.54M – Minions

Minions
Online Activity: 14.40% within the movie category*
National Airings: 1,836
Networks: 50
Most Aired On: Nick, Disney XD
Creative Versions: 34
Est. Lifetime TV Spend: $25.51M
Studio: Universal Pictures
Started Airing: 12/04/14

$6.22M – Ant-Man

Ant-Man
Online Activity: 4.32% within the movie category*
National Airings: 1,218
Networks: 39
Most Aired On: Disney XD, Nick
Creative Versions: 42
Est. Lifetime TV Spend: $23.15M
Studio: Marvel
Started Airing: 04/12/15

$6.21M – Trainwreck

Trainwreck
Online Activity: 1.17% within the movie category*
National Airings: 977
Networks: 28
Most Aired On: Comedy Central, E!
Creative Versions: 24
Est. Lifetime TV Spend: $20M
Studio: Universal Pictures
Started Airing: 04/12/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/06/2015 and 07/12/2015.
* 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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