In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Twentieth Century Fox claims the top spot in spending for the second week in a row with “Captain Underpants: The First Epic Movie.”
Ads placed for the animated film had an estimated media value of $6.45 million through Sunday for 1,819 national ad airings across 38 networks. (Spend figures are based on estimates generated from May 22-28. Estimates may be updated after the chart is posted as new information becomes available.) Understandably, cartoon-watching kids seem to be a major ad target here; Twentieth Century Fox prioritized placements on Nick and Cartoon Network and specifically during airings of SpongeBob SquarePants and Teen Titans Go!
Just behind “Captain Underpants” in second place: Paramount Pictures’ “Baywatch,” which saw 1,324 national ad airings across 38 networks, with an estimated media value of $4.99 million.
TV ad placements for Walt Disney Studios’ “Pirates of the Caribbean: Dead Men Tell No Tales” (EMV: $4.73 million), Universal Studios’ “The Mummy” ($4.65 million) and Walt Disney Studios’ “Cars 3” ($3.96 million) round out the chart.
1 Movie titles with a minimum spend of $100,000 for airings detected between 05/22/2017 and 05/28/2017.
* TV Impressions – Total TV ad impressions delivered for the brand or spot.
* Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TV screens, 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.