‘Focus’ Retains Weekly Top Ad Spend Position

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Will Smith’s “Focus” topped the list for the second week in a row, with an estimated $6.4 million spent on 906 national airings across 46 networks led by Comedy Central and FX.

Kingsman: The Secret Service” retained its second position with $6.3 million spent on 1,752 national airings across 39 networks led by MTV and TruTV, just barely beating out a pair of newcomers that followed close behind.

The Kevin Costner vehicle “McFarland, USA” debuted at third with $5.9 million spent on 827 national airings across 35 networks led by Lifetime and ABC Family. Meanwhile, “Unfinished Business” entered the list at fourth, with $5.7 million spent for 988 national airings across 30 networks led by MTV and Comedy Central.

Finally, “Fifty Shades of Grey” seems bound to the fifth-place spot with $5.6 million spent on 1,243 national airings across 36 networks led by E! and Bravo. Overall, only $3 million separated the bottom three movies.

Overall, there was far less action this week compared to last, with the top five collectively spending only $29.9 million compared to last week’s $40.1 million. Looking at the entire category, the industry spent just under $73 million for the week, led by Warner Bros. ($14.3 million), 20th Century Fox ($10.9 million) and Walt Disney Studios ($10.4 million).

Popular on Variety


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.4M – Focus

Online Activity: 1.05% within the movie category*
National Airings: 906
Networks: 46
Most Aired On: Comedy Central, FX
Creative Versions: 21
Est. Lifetime TV Spend: $21.5M
Studio: Warner Bros.
Started Airing: 01/18/15

$6.3M – Kingsman: The Secret Service

Kingsman: The Secret Service
Online Activity: 3.39% within the movie category*
National Airings: 1,752
Networks: 39
Most Aired On: MTV, truTV
Creative Versions: 37
Est. Lifetime TV Spend: $38.7M
Studio: Twentieth Century Fox
Started Airing: 09/22/14

$5.9M – McFarland, USA

McFarland, USA
Online Activity: 0.60% within the movie category*
National Airings: 827
Networks: 35
Most Aired On: Lifetime, ABC Family
Creative Versions: 28
Est. Lifetime TV Spend: $14.5M
Studio: Walt Disney Studios
Started Airing: 01/12/15

$5.7M – Unfinished Business

Unfinished Business
Online Activity: 0.20% within the movie category*
National Airings: 988
Networks: 30
Most Aired On: MTV, Comedy Central
Creative Versions: 7
Est. Lifetime TV Spend: $7.1M
Studio: Twentieth Century Fox
Started Airing: 02/01/15

$5.6M – Fifty Shades of Grey

Fifty Shades of Grey
Online Activity: 3.20% within the movie category*
National Airings: 1,243
Networks: 36
Most Aired On: E!, BRAVO
Creative Versions: 21
Est. Lifetime TV Spend: $19M
Studio: Universal Pictures
Started Airing: 11/20/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/09/2015 and 02/15/2015.
* 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.

More Data

  • Arturo Guillén

    Arturo Guillen: An International Vision for a Global Business

    MADRID  — In 1996, when still at high school, Spain’s Arturo Guillen, having flunked some exams, took a summer job at Entertainment Data Inc.(EDI), which had just set up in Spain, intent on delivering computer-collected box office results to distributors. Cinema theaters would start relaying results from 10 pm, Guillén recalls. Sometimes the computer froze, [...]

  • India, South Korea Lead Surge in

    India, South Korea Lead Surge in Asian Production, Rights Spending

    Spending on film, TV and online video content in Asia grew by 12% in 2018, a significant leap from 8% the previous year. The strongest growth came from India and South Korea, with Indonesia and Vietnam following. Data from the latest edition of Asia Video Content Dynamics, published by research and consultancy firm Media Partners [...]

  • Pride Parade and Festival in Salt

    New Study Shows Decline in LGBTQ Acceptance Among Young Americans

    A new study from GLAAD shows a significant decline in LGBTQ acceptance among young Americans aged 18-34. In a national survey among U.S. adults called the Accelerating Acceptance Index, the percentage of young Americans reporting being “very” or “somewhat” comfortable with LGBTQ people across seven scenarios dropped from 53% to 45%, marking the second consecutive [...]

  • Majelan

    French Podcast App Majelan Launches With 13 Million Audio Episodes Across 50 Countries

    While the podcast space is heating up with a variety of players including Apple, Audible, Spotify and Luminary, a smaller-yet-promising French app called Majelan is rolling out across 50 countries with an international library of 280 000 audio series, or 13 millions episodes, in 15 languages. Majelan is also kicking off with 20 original or [...]

  • Globe Centred On Asia And Oceania,

    APOS: Online Video Headed for 15% Annual Growth, Disrupting Asia Markets

    A blistering 15% annual growth of online video will give the Asian video industry (TV, pay-TV, home entertainment and streaming) a growth rate nearly double that of North America for the next five years. According to a new report from Media Partners Asia, published on the eve of the APOS conference in Indonesia, Asia’s online [...]

  • FICCI-Frames: Digital Growing, But TV Still

    FICCI-Frames: TV Dominates India's Entertainment Sector (Study)

    India’s creative industries sector, comprising television, film, OTT and related industries had an overall market size of $23.9 billion in 2018 and is projected to grow 12% to reach $33.6 billion by 2021. That is according to the annual EY report released during the Frames conference in Mumbai, organized by the Federation of Indian Chambers [...]

  • Editorial use only. No book cover

    European Cinema Admissions Down 3.3% in 2018, but Hit 1.25 Billion for Fourth Year in a Row

    European cinema admissions hit 1.25 billion for the fourth consecutive year in 2018, despite dropping 3.3% from the record level set in 2017, according to figures released Wednesday by the International Union of Cinemas, or UNIC. Total box office revenue across Europe hit at least €8 billion ($9.1 billion), also for the fourth year running. The figures [...]

More From Our Brands

Access exclusive content