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‘Horrible Bosses 2’ Retains Top TV Ad-Spend Spot

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Horrible Bosses 2” again claimed the top spot in TV ad spend, fending off challenges by the upcoming “The Hunger Games: Mockingjay Part One” and “Exodus: Gods and Kings.”

“Bosses” posted an estimated outlay of $7.1 million for the week across 852 spots airing on 43 networks, led by MTV and Comedy Central. That’s $4.1 million less that last week’s estimated spend, but was still enough to hold off the run-up to “Mockingjay,” outspending it by just $600,000. “Mockingjay,” which premiers Nov. 21, claimed the second-place spot, spending an estimated $6.7 million spread between 797 spots on 37 networks, let by TV Guide Network and MTV.

Exodus: Gods and Kings” made its debut in the top five with a $4.2 million spend across 413 spots on 38 networks, while “Penguins of Madagascar” remained in the top 5 spenders at No. 4. Despite being the only new movie opening in the timeframe measured with a Nov. 14 premier, “Dumb and Dumber To” only clocked in at No. 5 on the TV ad spend chart, with an estimated $3 million spent across 479 spots on 33 networks, also led by Comedy Central and MTV.

But the battle of the comedy sequels illustrated two different ad spend strategies. “Bosses” laid out an estimated $27.6 million lifetime TV spend starting in Sept. 28, while “Dumber To” spent an estimated $22.7 million lifetime spend across a longer timeframe, starting Sept. 2.


Top Movie Commercials by Weekly TV Spend

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$7.1M – Horrible Bosses 2

Horrible Bosses 2
Online Activity: 0.53% within the movie category*
National Airings: 852
Networks: 43
Most Aired On: MTV, Comedy Central
Creative Versions: 26
Est. Lifetime TV Spend: $27.6M
Studio: Warner Bros.
Started Airing: 09/28/14

$6.7M – The Hunger Games: Mockingjay Part One

The Hunger Games: Mockingjay Part One
Online Activity: 3.61% within the movie category*
National Airings: 797
Networks: 37
Most Aired On: TV Guide Network, MTV
Creative Versions: 17
Est. Lifetime TV Spend: $20.7M
Studio: Lionsgate
Started Airing: 10/20/14

$4.2M – Exodus: Gods and Kings

Exodus: Gods and Kings
Online Activity: 0.98% within the movie category*
National Airings: 413
Networks: 38
Most Aired On: ESPN, ESPN News
Creative Versions: 6
Est. Lifetime TV Spend: $9M
Studio: Twentieth Century Fox
Started Airing: 10/29/14

$3.9M – Penguins of Madagascar

Penguins of Madagascar
Online Activity: 0.31% within the movie category*
National Airings: 1,060
Networks: 38
Most Aired On: Nick, Nick Toons
Creative Versions: 17
Est. Lifetime TV Spend: $15.3M
Studio: Dreamworks
Started Airing: 10/15/14

$3M – Dumb and Dumber To

Dumb and Dumber To
Online Activity: 1.94% within the movie category*
National Airings: 479
Networks: 33
Most Aired On: Comedy Central, MTV
Creative Versions: 19
Est. Lifetime TV Spend: $22.7M
Studio: Universal Pictures
Started Airing: 09/02/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 11/12/2014 and 11/18/2014.
* 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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