In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “The Hobbit: The Battle of the Five Armies” debuted at No. 1 with an estimated spend of $7.6 million that bought 843 national airings across 47 networks, led by MTV and Esquire.
Both “Exodus: Gods and Kings” and “Penguins of Madagascar” rose up a position. “Exodus” increased its spend from $4.2 million to $5.9 million to take the second place slot, with 553 ads airing across 43 networks. “Penguins” rose to third with a $5 million spend across 39 networks. Meanwhile, “The Hunger Games: Mockingjay Part One” fell to fourth with $4.6 million spent across 35 networks, down from the $6.7 million outlay of the prior week.
“The Theory of Everything” made its first appearance in the top five in fifth place, with an estimated spend of $3.5 million for 925 airings across 31 networks, knocking the comedy sequels “Dumb and Dumber To” and “Horrible Bosses 2” off the list completely.
The Thanksgiving and holiday movie season is now in full swing, with more big budget Hollywood features yet to come, so expect a lot more movement week-over-week through the end of the year.
1 Movie titles with a minimum spend of $100,000 for airings detected between 11/17/2014 and 11/23/2014.
* 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.