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‘The Judge’ Once Again Tops the Week in TV Advertising Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “The Judge” once again leads in spending with an estimated outlay of $7.8 million for spots that have aired 924 times across 39 networks through September 28. That’s actually an uptick in spending of $500,000 vs. the previous week. The broadcast mix for the comedy-drama changed a bit, though; whereas last time “The Judge” placed more of its ads on Spike (followed by Comedy Central) than any other network, this time Comedy Central gets that honor (followed by VH1).

Fury” and “Gone Girl” enter our chart in, respectively, the second and fourth spots. War movie “Fury” put more of its ads on truTV and BET than any other networks, whereas mystery-thriller “Gone Girl” went with TNT and FXX as its first choices. Meanwhile, “The Equalizer,” which was absent from our last chart, returns in fifth place with an ad-placement strategy echoing that seen in our September 16 chart: It once again placed more of its ads on Comedy Central and Spike than any other networks.


Top Movie Commercials by Weekly TV Spend

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$7.8M – The Judge

The Judge
Online Activity: 2.04% within the movie category*
National Airings: 924
Networks: 39
Most Aired On: Comedy Central, VH1
Creative Versions: 25
Est. Lifetime TV Spend: $15.9M
Studio: Warner Bros.
Started Airing: 09/13/14

$6.2M – Fury

Online Activity: 0.46% within the movie category*
National Airings: 616
Networks: 31
Most Aired On: truTV, BET
Creative Versions: 5
Est. Lifetime TV Spend: $10.5M
Studio: Columbia Pictures
Started Airing: 09/10/14

$5.9M – Dracula Untold

Dracula Untold
Online Activity: 7.99% within the movie category*
National Airings: 901
Networks: 34
Most Aired On: Comedy Central, BET
Creative Versions: 10
Est. Lifetime TV Spend: $11.9M
Studio: Universal Pictures
Started Airing: 09/14/14

$4.9M – Gone Girl

Gone Girl
Online Activity: 0.30% within the movie category*
National Airings: 977
Networks: 27
Most Aired On: TNT, FXX
Creative Versions: 18
Est. Lifetime TV Spend: $14.2M
Studio: Twentieth Century Fox
Started Airing: 08/25/14

$4.7M – The Equalizer

The Equalizer
Online Activity: 6.09% within the movie category*
National Airings: 985
Networks: 36
Most Aired On: Comedy Central, Spike
Creative Versions: 22
Est. Lifetime TV Spend: $24.4M
Studio: Columbia Pictures
Started Airing: 08/16/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/22/2014 and 09/28/2014.

* 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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