“The Hobbit” Holds TV Ad Spend High Ground

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “The Hobbit: The Battle of the Five Armies” retained its top TV ad spend position with an estimated $10.5 million outlay, which bought 733 national airings across 46 networks led by MTV and TBS.

This lead was reinforced by a nearly $3 million increase in ad spend over last week’s $7.6 million in support of its Dec. 17 release date. “Exodus: Gods and Kings” came in second with an estimated $8.7 million spend across 42 networks and 801 national airings, with ESPN and MTV gaining the bulk of that activity. It also increased its weekly spend by $2.8 million over last week’s $5.9 million.

In third comes newcomer “Night at the Museum: Secret of the Tomb” with an estimated $6.5 million spent across 40 networks and 875 national airings, driven by Nick and Disney XD. “Penguins of Madagascar” fell a slot down to fourth with a $4.2 million spend that generated 1,910 national airings across 39 networks dominated by Nick and Nick Toons. It shared that position with another newcomer, “Unbroken,” which also spent an estimated $4.2 million, although only across 32 networks and 143 national airings focused on the American Heroes Channel and ESPN.


Top Movie Commercials by Weekly TV Spend

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$10.5M – The Hobbit: The Battle of the Five Armies

The Hobbit: The Battle of the Five Armies
Online Activity: 4.88% within the movie category*
National Airings: 733
Networks: 46
Most Aired On: MTV, TBS
Creative Versions: 13
Est. Lifetime TV Spend: $18.8M
Studio: Warner Bros.
Started Airing: 11/15/14

$8.7M – Exodus: Gods and Kings

Exodus: Gods and Kings
Online Activity: 1.49% within the movie category*
National Airings: 801
Networks: 42
Most Aired On: ESPN, MTV
Creative Versions: 14
Est. Lifetime TV Spend: $21.8M
Studio: Twentieth Century Fox
Started Airing: 10/29/14

$6.5M – Night at the Museum: Secret of the Tomb

Night at the Museum: Secret of the Tomb
Online Activity: 0.38% within the movie category*
National Airings: 875
Networks: 40
Most Aired On: Nick, Disney XD
Creative Versions: 12
Est. Lifetime TV Spend: $9.5M
Studio: Twentieth Century Fox
Started Airing: 11/10/14

$4.2M – Penguins of Madagascar

Penguins of Madagascar
Online Activity: 1.13% within the movie category*
National Airings: 1,910
Networks: 39
Most Aired On: Nick, Nick Toons
Creative Versions: 23
Est. Lifetime TV Spend: $23.1M
Studio: DreamWorks
Started Airing: 10/15/14

$4.2M – Unbroken

Online Activity: 0.69% within the movie category*
National Airings: 143
Networks: 32
Most Aired On: American Heroes Channel, ESPN
Creative Versions: 10
Est. Lifetime TV Spend: $5M
Studio: Universal Pictures
Started Airing: 11/20/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 11/24/2014 and 11/30/2014.
* 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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