‘Hot Pursuit’ Leads TV Ad Spending, Industry Rebounds from Cold Week

Hot Pursuit Movie
Courtesy of Warner Bros.

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, spending on TV movie ads bounced back from last week’s year-to-date low thanks in part to “Hot Pursuit.” The ad debuted at No. 1 on the Movie Commercial Tracker, with an estimated $9.5 million spent on 1,115 national airings across 39 networks led by MTV and VH1.

Overall, the movie industry spent $43.1 million on advertising for the week, compared to last week’s $32.7 million, an increase of $10.3 million. The top five movies combined contributed $26.4 million to that, compared to $15.3 million last week, an increase of just over $11 million. The $9.5 million spent behind this one new ad was responsible for the bulk of both gains.

Falling to second place was last week’s leader, “Paul Blart: Mall Cop 2,” with $5.9 million spent on 1,230 national airings across 46 networks led by Cartoon Network and BET. That’s about on par with the $6 million it spent last week. Newcomer “Mad Max: Fury Road” entered the list at third on the back of $4.7 million spent on 893 national airings across 36 networks led by MTV and Comedy Central.

Both “The Age of Adaline” and “Monkey Kingdom” managed to remain on the list despite relatively paltry spending. “Adaline” retained its fourth-place spot with $3.3 million spent on 680 national airings across 23 networks led by Pop, and E!, while “Kingdom” fell to last place with $3 million spent on 900 national airings across 27 networks led by Disney XD and Nick.

As for the studios, Warner Bros. took a strong lead in spending, representing an estimated $17 million on three spots, two of which are in this week’s top five. Columbia Pictures is a distant second with $6 million spent across six spots, and Lionsgate is third with $3.8 million spent on four spots.

Top Movie Commercials by Weekly TV Spend

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$9.5M – Hot Pursuit

Hot Pursuit
Online Activity: 0.38% within the movie category*
National Airings: 1,115
Networks: 39
Most Aired On: MTV, VH1
Creative Versions: 15
Est. Lifetime TV Spend: $9.7M
Studio: Warner Bros.
Started Airing: 04/12/15

$5.9M – Paul Blart: Mall Cop 2

Paul Blart: Mall Cop 2
Online Activity: 0.81% within the movie category*
National Airings: 1,230
Networks: 46
Most Aired On: Cartoon Network, BET
Creative Versions: 34
Est. Lifetime TV Spend: $21.4M
Studio: Columbia Pictures
Started Airing: 03/16/15

$4.7M – Mad Max: Fury Road

Mad Max: Fury Road
Online Activity: 2.26% within the movie category*
National Airings: 893
Networks: 36
Most Aired On: MTV, Comedy Central
Creative Versions: 12
Est. Lifetime TV Spend: $8.6M
Studio: Warner Bros.
Started Airing: 04/04/15

$3.3M – The Age of Adaline

The Age of Adaline
Online Activity: 0.72% within the movie category*
National Airings: 680
Networks: 23
Most Aired On: Pop, E!
Creative Versions: 10
Est. Lifetime TV Spend: $10.6M
Studio: Lionsgate
Started Airing: 03/15/15

$3M – Monkey Kingdom

Monkey Kingdom
Online Activity: 0.42% within the movie category*
National Airings: 900
Networks: 27
Most Aired On: Disney XD, Nick
Creative Versions: 22
Est. Lifetime TV Spend: $7.5M
Studio: Walt Disney Pictures
Started Airing: 03/07/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/13/2015 and 04/19/2015.

* 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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