In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, newcomer “Kingsman: The Secret Service” made a strong debut in first place with an estimated spend of $11 million for 1,012 national airings across 38 networks led by MTV and Comedy Central.
But the Super Bowl was the biggest story of the week, with two of the top five movies on the list reaching their position solely on the backs of one spot airing on one network during one broadcast. One of those is this week’s second-place finisher, “Furious 7,” which spent an estimated $8.8 million for one national airing on just one network, NBC.
Third and fourth positions were taken by non-Super Bowl advertisers. “The SpongeBob Movie: Sponge Out of Water” reached third with $8.6 million spent on 1,671 national airings across 38 networks led by Nick and Teen Nick. Meanwhile last week’s frontrunner, “Jupiter Ascending,” descended to fourth place, with $8.4 million spent on 924 national airings across 47 networks, led by MTV and Comedy Central.
Rounding out the list was the other Super Bowl ad, this time for “Jurassic World,” for which $5.9 million was spent on one national airing on NBC. That Super Bowl advertising is expensive is well known, but examining Super Bowl spending alongside more typical weekly movie advertising really puts the investment into perspective.
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1 Movie titles with a minimum spend of $100,000 for airings detected between 01/26/2015 and 02/01/2015.
* 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.