‘The Hobbit’ Battles Its Way to Top TV Ad Spend Position

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.


Top Movie Commercials by Weekly TV Spend

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$7.6M – The Hobbit: The Battle of the Five Armies

The Hobbit: The Battle of the Five Armies
Online Activity: 9.31% within the movie category*
National Airings: 843
Networks: 47
Most Aired On: MTV, Esquire
Creative Versions: 12
Est. Lifetime TV Spend: $8.3M
Studio: Warner Bros.
Started Airing: 11/15/14

$5.9M – Exodus: Gods and Kings

Exodus: Gods and Kings
Online Activity: 0.90% within the movie category*
National Airings: 553
Networks: 43
Most Aired On: ESPN, FX
Creative Versions: 11
Est. Lifetime TV Spend: $13M
Studio: Twentieth Century Fox
Started Airing: 10/29/14

$5M – Penguins of Madagascar

Penguins of Madagascar
Online Activity: 0.82% within the movie category*
National Airings: 1,271
Networks: 39
Most Aired On: Nick, Nick Toons
Creative Versions: 22
Est. Lifetime TV Spend: $18.9M
Studio: Dreamworks
Started Airing: 10/15/14

$4.6M – The Hunger Games: Mockingjay Part One

The Hunger Games: Mockingjay Part One
Online Activity: 6.78% within the movie category*
National Airings: 736
Networks: 35
Most Aired On: TV Guide Network, MTV
Creative Versions: 21
Est. Lifetime TV Spend: $23M
Studio: Lionsgate
Started Airing: 10/20/14

$3.5M – The Theory of Everything

The Theory of Everything
Online Activity: 0.89% within the movie category*
National Airings: 925
Networks: 31
Most Aired On: SYFY, MSNBC
Creative Versions: 12
Est. Lifetime TV Spend: $6M
Studio: Focus Features
Started Airing: 11/06/14

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.

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