‘The Snowman’ Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending with “The Snowman.”

Ads placed for the serial-killer thriller had an estimated media value of $5.47 million through Sunday for 604 national ad airings across 26 networks. (Spend figures are based on estimates generated from Oct. 9-15. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across CBS, NBC and Fox networks, and during programming including NFL Football and episodes of The Big Bang Theory and This Is Us.

Just behind “The Snowman” in second place: Lionsgate’s “Tyler Perry’s Boo 2! A Madea Halloween,” which saw 769 national ad airings across 29 networks, with an estimated media value of $4.3 million. It also had the best iSpot Attention Index (138) in the ranking, getting 38% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

TV ad placements for Lucasfilm’s “Star Wars: The Last Jedi” (EMV: $4.23 million), Paramount Pictures’ “Suburbicon” ($4.16 million) and Warner Bros.’ “Geostorm” ($3.99 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$5.47M – The Snowman


The Snowman
Impressions: 222,552,275
Attention Score: 92.52
Attention Index: 113
National Airings: 604
Networks: 26
Most Spend On: CBS, NBC
Creative Versions: 14
Est. Lifetime TV Spend: $13.75M
Studio: Universal Pictures
Started Airing: 09/24/17

$4.3M – Tyler Perry’s Boo 2! A Madea Halloween


Tyler Perry's Boo 2! A Madea Halloween
Impressions: 212,328,724
Attention Score: 94.68
Attention Index: 138
National Airings: 769
Networks: 29
Most Spend On: NBC, FOX
Creative Versions: 15
Est. Lifetime TV Spend: $6.98M
Studio: Lionsgate
Started Airing: 09/25/17

$4.23M – Star Wars: The Last Jedi


Star Wars: The Last Jedi
Impressions: 21,930,591
Attention Score: 91.02
Attention Index: 96
National Airings: 8
Networks: 3
Most Spend On: ESPN, ESPN2
Creative Versions: 2
Est. Lifetime TV Spend: $4.23M
Studio: Lucasfilm
Started Airing: 04/14/17

$4.16M – Suburbicon


Suburbicon
Impressions: 122,963,170
Attention Score: 93.99
Attention Index: 130
National Airings: 269
Networks: 23
Most Spend On: CBS, NBC
Creative Versions: 5
Est. Lifetime TV Spend: $6.96M
Studio: Paramount Pictures
Started Airing: 09/26/17

$3.99M – Geostorm


Geostorm
Impressions: 198,898,291
Attention Score: 90.06
Attention Index: 86
National Airings: 644
Networks: 43
Most Spend On: CBS, NBC
Creative Versions: 25
Est. Lifetime TV Spend: $14.11M
Studio: Warner Bros.
Started Airing: 09/17/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/09/2017 and 10/15/2017.

* 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.

* Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from more than seven million smart TVs, 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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