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‘Power Rangers’ 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, Lionsgate claims the top spot in spending with “Power Rangers.”

Ads placed for this latest reboot of the superhero film had an estimated media value of $5.98 million through Sunday for 750 national ad airings across 38 networks. (Spend figures are based on estimates generated from March 6-12. Estimates may be updated after the chart is posted as new information becomes available.) A look at Lionsgate’s placements suggests the studio is targeting a split demographic: today’s kids/teens as well as the adults who grew up on previous versions of the franchise (Power Rangers first came on the scene as a children’s TV series in 1993, followed by movies in 1995 and 1997). The studio prioritized network-specific budget for NBC and Nick, and show-specific spend during The Big Bang Theory, The Walking Dead and Nickelodeon’s 2017 Kids’ Choice Awards.

Just behind “Power Rangers” in second place: DreamWorks Animation’s “The Boss Baby,” which saw 1,037 national ad airing across 40 networks, with an estimated media value of $5.74 million.

TV ad placements for Columbia Pictures’ “Life” (EMV: $5.7 million), Paramount Pictures’ “Ghost in the Shell” ($5.09 million) and Warner Bros. “Kong: Skull Island” ($4.73 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$5.98M – Power Rangers


Power Rangers
Online Activity: 3.00% within the movie category*
National Airings: 750
Networks: 38
Most Spend On: NBC, Nick
Creative Versions: 11
Est. Lifetime TV Spend: $14.36M
Studio: Lionsgate
Started Airing: 02/17/2017

$5.74M – The Boss Baby


The Boss Baby
Online Activity: 1.78% within the movie category*
National Airings: 1,037
Networks: 40
Most Spend On: E!, NBC
Creative Versions: 11
Est. Lifetime TV Spend: $10.77M
Studio: DreamWorks Animation
Started Airing: 02/19/2017

$5.7M – Life


Life
Online Activity: 3.29% within the movie category*
National Airings: 792
Networks: 43
Most Spend On: FOX, CBS
Creative Versions: 14
Est. Lifetime TV Spend: $16M
Studio: Columbia Pictures
Started Airing: 10/30/2016

$5.09M – Ghost in the Shell


Ghost in the Shell
Online Activity: 13.53% within the movie category*
National Airings: 771
Networks: 31
Most Spend On: Comedy Central, FOX
Creative Versions: 7
Est. Lifetime TV Spend: $13.85M
Studio: Paramount Pictures
Started Airing: 09/21/2016

$4.73M – Kong: Skull Island


Kong: Skull Island
Online Activity: 34.38% within the movie category*
National Airings: 1,031
Networks: 43
Most Spend On: ABC, CBS
Creative Versions: 26
Est. Lifetime TV Spend: $25.99M
Studio: Warner Bros.
Started Airing: 01/22/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/06/2017 and 03/12/2017.

* 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, 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.

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