‘Furious 7’ Owns TV Advertising as Industry Spending Slows

Furious 7
Courtesy of Universal

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Furious 7” pulled ahead of “Get Hard” and landed the top weekly ad-spend position. The week’s highest-grossing film was buoyed by an estimated $7.3 million spent on 1,612 national airings across 46 networks led by Comedy Central and BET.

Meanwhile, the previous four-week leader, “Get Hard,” fell hard, down to fifth place, with only $2.5 million spent on 638 national airings across 29 networks led by FXX and MTV. “Paul Blart: Mall Cop 2” surged up to second place on the strength of $5.6 million, spent on 1,178 national airings across 43 networks led by Disney XD and the Cartoon Network.

The pics on the rest of the list were newcomers. “The Longest Ride” debuted at fourth place, with $4.1 million spent on 1,198 national airings across 26 networks, led by VH1 and Oxygen. Meanwhile, “The Age of Adaline” entered in the fourth spot, with $3.1 million spent on 369 national airings across 22 networks led by TV Guide Network and E!

As the individual numbers show, it was a slow week for movie advertising, with the top five spending only $22.6 million  about $5 million less that last week. Overall, Universal Pictures spent the most, with $8.6 million buying 10 spots aired 1,797 times nationally. Warner Bros. Pictures came in second a $7.4 million investment on just two spots for 645 national airings, while Columbia Pictures ranked third on the strength of $6.4 million spent on three spots for 1,435 national airings.


Top Movie Commercials by Weekly TV Spend

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$7.3M – Furious 7

Furious 7
Online Activity: 23.55% within the movie category*
National Airings: 1,612
Networks: 46
Most Aired On: Comedy Central, BET
Creative Versions: 24
Est. Lifetime TV Spend: $30.7M
Studio: Universal Pictures
Started Airing: 12/28/14

$5.6M – Paul Blart: Mall Cop 2

Paul Blart: Mall Cop 2
Online Activity: 0.56% within the movie category*
National Airings: 1,178
Networks: 43
Most Aired On: Disney XD, Cartoon Network
Creative Versions: 17
Est. Lifetime TV Spend: $10.6M
Studio: Columbia Pictures
Started Airing: 03/16/15

$4.1M – The Longest Ride

The Longest Ride
Online Activity: 2.81% within the movie category*
National Airings: 1,198
Networks: 26
Most Aired On: VH1, OXYGEN
Creative Versions: 25
Est. Lifetime TV Spend: $14.8M
Studio: Twentieth Century Fox
Started Airing: 03/01/15

$3.1M – The Age of Adaline

The Age of Adaline
Online Activity: 0.61% within the movie category*
National Airings: 369
Networks: 22
Most Aired On: TV Guide Network, E!
Creative Versions: 3
Est. Lifetime TV Spend: $5.5M
Studio: Lionsgate
Started Airing: 03/15/15

$2.5M – Get Hard

Get Hard
Online Activity: 2.42% within the movie category*
National Airings: 638
Networks: 29
Most Aired On: FXX, MTV
Creative Versions: 41
Est. Lifetime TV Spend: $44.8M
Studio: Warner Bros.
Started Airing: 02/13/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/30/2015 and 04/05/2015.

* 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.