In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Will Smith’s “Focus” took the top spot on the back of an estimated $10.9 million spent on 1,110 national airings across 48 networks led by Comedy Central and FX.
This debut led a complete reshuffling of the top five. “Jupiter Ascending” rose from fourth to the second slot with an estimated $9.8 million spent on 1,165 national airings across 47 networks led by MTV and Comedy Central. In doing so, it overtook last week’s list-topper, “Kingsman: The Secret Service,” which fell to third on the back of $7.9 million spent for 1,787 national airings across 40 networks led by MTV and VH1.
“The SpongeBob Movie: Sponge Out of Water” dipped a spot to No. 4, with $7.7 million spent on 2,522 national airings across 41 networks led by Nick and Teen Nick. Finally, newcomer “Fifty Shades of Grey” debuted on the list at fifth, with $4.8 million spent on 662 national airings across 29 networks led by E! and Oxygen.
The big studios driving this week’s spending were led by Warner Bros., with an estimated $18.6 million spent on seven spots, followed by Universal Pictures with $12.9 million for six spots, and 20th Century Fox third, spending $10.3 million on eight spots. Total spending for the category reached $75.3 million.
1 Movie titles with a minimum spend of $100,000 for airings detected between 02/02/2015 and 02/08/2015.
* 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.