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‘Get Hard’ Leads Soft Week in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Get Hard” maintained its top position in what was a relatively soft spending week, with an estimated $8 million buying 1,053 national airings across 44 networks led by FXX and MTV. While the first week of March topped $74mm in cumulative spend, the second week was only two thirds that take at just over $50 million.

In fact, every movie on this week’s list maintained position, save one. “Run All Night” stayed at second with $7.4 spent on 1,215 national airings across 44 networks led by MTV and VH1. “Home” held steady at third with $6 million spent on 1,257 national airings across 36 networks led by Nick and The HUB. And “Cinderella,” despite being the only movie to increase its weekly ad spend (by $1 million), remained in fifth with $5.1 million spent on 739 national airings across 27 networks led by Disney XD and Nick.

Only “The Gunman” changed things up, debuting fourth with a $5.3 million outlay for 1,598 national airings across 34 networks led by Spike and NBA TV, knocking “Chappie” off the charts in the process.

Warner Bros. continued to lead the studio spending with an estimated $14.3 million across six spots. A distant second was Lionsgate, spending almost half that at $7.8 million for 10 spots. DreamWorks Animation fell in third with $7.5 million spent across three spots.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$8M – Get Hard

Get Hard
Online Activity: 1.70% within the movie category*
National Airings: 1,053
Networks: 44
Most Aired On: FXX, MTV
Creative Versions: 16
Est. Lifetime TV Spend: $21.3M
Studio: Warner Bros.
Started Airing: 02/13/15

$7.4M – Run All Night

Run All Night
Online Activity: 1.69% within the movie category*
National Airings: 1,215
Networks: 44
Most Aired On: MTV, VH1
Creative Versions: 29
Est. Lifetime TV Spend: $38.4M
Studio: Warner Bros.
Started Airing: 02/13/15

$6M – Home

Home
Online Activity: 2.76% within the movie category*
National Airings: 1,257
Networks: 36
Most Aired On: Nick, The HUB
Creative Versions: 17
Est. Lifetime TV Spend: $15.2M
Studio: DreamWorks Animation
Started Airing: 01/01/15

$5.3M – The Gunman

The Gunman
Online Activity: 0.33% within the movie category*
National Airings: 1,598
Networks: 34
Most Aired On: Spike, NBA TV
Creative Versions: 24
Est. Lifetime TV Spend: $13.1M
Studio: Open Road Films
Started Airing: 02/20/15

$5.1M – Cinderella

Cinderella
Online Activity: 9.82% within the movie category*
National Airings: 739
Networks: 27
Most Aired On: Disney XD, Nick
Creative Versions: 45
Est. Lifetime TV Spend: $21.9M
Studio: Walt Disney Pictures
Started Airing: 12/31/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/09/2015 and 03/15/2015.
* 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.

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