‘Hercules’ Rules the Week in TV Advertising Spend

In this week’s edition of the Variety/iSpot.tv Movie Commercial Tracker, MGM’s “Hercules” leads in spending with an estimated outlay of $8.4 million for spots that have aired 1,903 times across 37 networks through July 27. (That’s a relatively modest boost from the $7.3 million spent the previous week.) BET scored the most commercial placements for “Hercules,” followed by MTV.

“Guardians of the Galaxy” and “Into the Storm” are effectively tied, each with $8 million in estimated TV commercial spend, with “Guardians” spots appearing most frequently on Disney XD and MTV, while “Storm” placements skewed toward Comedy Central and SyFy. “Lucy,” dipping to $6.7 million in estimated spend (from $8.2 million the previous week), echoed the “Storm” approach, with placements skewing toward SyFy and Comedy Central, in that order.

Finally, “A Most Wanted Man,” the espionage thriller starring the late Philip Seymour Hoffman, enters our top 5 with, curiously, HGTV and Bravo as the two networks scoring the most commercial placements. “Most Wanted,” with its $5.1 million estimated outlay, knocks Disney/Pixar’s “Planes: Fire & Rescue,” last week’s fourth-place spender, right out of our chart.

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Top Movie Commercials by Weekly TV Spend

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Hercules – $8.4M

Hercules
Online Activity: 5.77% within the movie category*
National Airings: 1,903
Networks: 37
Most Aired On: BET, MTV
Creative Versions: 35
Est. Lifetime TV Spend: $26.8M
Studio: Metro-Goldwyn-Mayer (MGM)
Started Airing: 04/13/14

Guardians of the Galaxy – $8M

Guardians of the Galaxy
Online Activity: 8.75% within the movie category*
National Airings: 1,079
Networks: 38
Most Aired On: Disney XD, MTV
Creative Versions: 45
Est. Lifetime TV Spend: $21.9M
Studio: Marvel
Started Airing: 04/13/14

Into the Storm – $8M

Into the Storm
Online Activity: 2.53% within the movie category*
National Airings: 1,042
Networks: 42
Most Aired On: Comedy Central, SYFY
Creative Versions: 18
Est. Lifetime TV Spend: $20.6M
Studio: Warner Bros.
Started Airing: 07/04/14

Lucy – $6.7M

Lucy
Online Activity: 5.89% within the movie category*
National Airings: 1,032
Networks: 38
Most Aired On: SYFY, Comedy Central
Creative Versions: 22
Est. Lifetime TV Spend: $30.2M
Studio: Universal Pictures
Started Airing: 06/08/14

A Most Wanted Man – $5.1M

A Most Wanted Man
Online Activity: 0.04% within the movie category*
National Airings: 606
Networks: 25
Most Aired On: HGTV, BRAVO
Creative Versions: 6
Est. Lifetime TV Spend: $8M
Studio: Roadside Attractions
Started Airing: 07/14/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/21/2014 and 07/27/2014.
* 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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