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).
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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.