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‘The Interview’ Tops the Week’s TV Advertising Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, the controversial Seth Rogan/James Franco buddy comedy “The Interview” surged from No. 2 last week to take the top ad-spend spot with an estimated outlay of $6.2 million for 823 national airings across 30 networks, led by truTV and Comedy Central.

Meanwhile “The Hobbit: The Battle of the Five Armies” fought back from fifth on the list last week to second place, with an estimated $5.7 million outlay buying 836 national airings across 48 networks, led by MTV and Comedy Central. Falling to third place was last week’s frontrunner “Unbroken,” which spent an estimated $5.7 million across 42 networks and 846 national airings, with FX and Cloo leading the charge.

Rounding out the list are “Exodus: Gods and Kings” and “Night at the Museum: Secret of the Tomb,” both falling a notch to fourth and fifth respectively. “Exodus” put forth an estimated $5.7 million spend for 1,712 national spots across 50 networks, with ESPN News and ESPN taking the bulk of that action. “Museum” put out $5.2 million for 1,214 national airings across 41 networks, led by Nick and Nick Toons.

With all five being veterans of the December holiday ad blitz, the theme of this week was less money spent on more spots. For the first time this month, it took less than $7 million to claim the top ad spend spot. Meanwhile, all in the top 5 exceeded at least 800 national airings.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.2M – The Interview

The Interview
Online Activity: 0.78% within the movie category*
National Airings: 823
Networks: 30
Most Aired On: truTV, Comedy Central
Creative Versions: 14
Est. Lifetime TV Spend: $18.5M
Studio: Sony Pictures
Started Airing: 06/11/14

$5.7M – The Hobbit: The Battle of the Five Armies

The Hobbit: The Battle of the Five Armies
Online Activity: 12.51% within the movie category*
National Airings: 836
Networks: 48
Most Aired On: MTV, Comedy Central
Creative Versions: 28
Est. Lifetime TV Spend: $30.3M
Studio: Warner Bros.
Started Airing: 11/15/14

$5.7M – Unbroken

Unbroken
Online Activity: 1.57% within the movie category*
National Airings: 846
Networks: 42
Most Aired On: FX, Cloo
Creative Versions: 18
Est. Lifetime TV Spend: $19.9M
Studio: Universal Pictures
Started Airing: 11/20/14

$5.7M – Exodus: Gods and Kings

Exodus: Gods and Kings
Online Activity: 4.05% within the movie category*
National Airings: 1,712
Networks: 50
Most Aired On: ESPN News, ESPN
Creative Versions: 38
Est. Lifetime TV Spend: $34.4M
Studio: Twentieth Century Fox
Started Airing: 10/29/14

$5.2M – Night at the Museum: Secret of the Tomb

Night at the Museum: Secret of the Tomb
Online Activity: 0.57% within the movie category*
National Airings: 1,214
Networks: 41
Most Aired On: Nick, Nick Toons
Creative Versions: 29
Est. Lifetime TV Spend: $20.2M
Studio: Twentieth Century Fox
Started Airing: 11/10/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/08/2014 and 12/14/2014.
* 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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