‘Captain America: Civil War’ Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Marvel claims the top spot in TV ad spending with “Captain America: Civil War.”

Ads placed for the superhero film had an estimated media value of $5.54 million through Sunday, for 940 national ad airings across 41 networks. Behind it in second place: Warner Bros.’ “The Nice Guys,” which saw 753 national ad airings across 33 networks, with an estimated media value of $5.04 million.

TV ad placements for Sony Pictures’ “The Angry Birds Movie” (EMV: $4.97 million), Warner Bros.’ “Keanu” ($4.16 million) and Gramercy Pictures’ “Ratchet & Clank” ($3.94 million) round out the chart.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$5.54M – Captain America: Civil War

Captain America: Civil War
Online Activity: 49.92% within the movie category*
National Airings: 940
Networks: 41
Most Spend On: ABC, NBC
Creative Versions: 39
Est. Lifetime TV Spend: $19.02M
Studio: Marvel
Started Airing: 03/09/16

$5.04M – The Nice Guys

The Nice Guys
Online Activity: 0.95% within the movie category*
National Airings: 753
Networks: 33
Most Spend On: TNT, CBS
Creative Versions: 12
Est. Lifetime TV Spend: $11.25M
Studio: Warner Bros.
Started Airing: 04/04/16

$4.97M – The Angry Birds Movie

The Angry Birds Movie
Online Activity: 4.80% within the movie category*
National Airings: 919
Networks: 40
Most Spend On: NBC, Nick
Creative Versions: 12
Est. Lifetime TV Spend: $13M
Studio: Sony Pictures
Started Airing: 01/01/16

$4.16M – Keanu

Keanu
Online Activity: 5.72% within the movie category*
National Airings: 1,011
Networks: 39
Most Spend On: Comedy Central, ESPN
Creative Versions: 20
Est. Lifetime TV Spend: $17.26M
Studio: Warner Bros.
Started Airing: 03/27/16

$3.94M – Ratchet & Clank

Ratchet & Clank
Online Activity: 4.98% within the movie category*
National Airings: 1,107
Networks: 22
Most Spend On: Nick, ABC
Creative Versions: 15
Est. Lifetime TV Spend: $11.85M
Studio: Gramercy Pictures
Started Airing: 03/24/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/25/2016 and 05/01/2016.

* 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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