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Warner Bros. Dominates TV Ad Spending with ‘Focus’ and ‘Run All Night’ Atop Weekly Charts

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Focus” took back the top position after ceding it to “Run All Night” last week. The Will Smith vehicle spent an estimated $8.7 million on 1,230 national airings across 47 networks, led by Comedy Central and FX. Warner Bros. has spent more than $40 million on TV ads for the movie to date.

Meanwhile, Warner Bros. continues to invest in “Run All Night” weeks ahead of its debut. After topping the charts last week, the Liam Neeson actioner was in for an estimated $8 million on 1,180 national airings across 44 networks, led by MTV And VH1.

Chappie”  debuts at third with $5.7 million spent on 971 national airings across 34 networks, led by Fox Sports 1 and BET. And “Unfinished Business” is holding steady on the strength of $5.5 million spent on 1,286 national airings across 34 networks, led by MTV and Comedy Central. Another newcomer, “Cinderella,” closed out the list at fifth with $5 million spent on 595 national airings across 27 networks, led by Disney XD and Nick.

For the week, the entire category spent over $70 million on 13,863 national airings across 23 brands, led again by Warner Bros., which spent an estimated $17.9 million on 10 spots that gained 2,726 national airings. Trailing at a distant second was 20th Century Fox with $7 million supporting nine spots across 1,728 national airings, with Lionsgate in third on the back of $6.4 million spent on two spots aired nationally 1,123 times.

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Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$8.7M – Focus

Online Activity: 5.16% within the movie category*
National Airings: 1,230
Networks: 47
Most Aired On: Comedy Central, FX
Creative Versions: 32
Est. Lifetime TV Spend: $40.3M
Studio: Warner Bros.
Started Airing: 01/18/15

$8M – Run All Night

Run All Night
Online Activity: 0.54% within the movie category*
National Airings: 1,180
Networks: 44
Most Aired On: MTV, VH1
Creative Versions: 16
Est. Lifetime TV Spend: $21.5M
Studio: Warner Bros.
Started Airing: 02/13/15

$5.7M – Chappie

Online Activity: 3.08% within the movie category*
National Airings: 971
Networks: 34
Most Aired On: Fox Sports 1, BET
Creative Versions: 19
Est. Lifetime TV Spend: $21.5M
Studio: Columbia Pictures
Started Airing: 11/10/14

$5.5M – Unfinished Business

Unfinished Business
Online Activity: 0.60% within the movie category*
National Airings: 1,286
Networks: 34
Most Aired On: MTV, Comedy Central
Creative Versions: 18
Est. Lifetime TV Spend: $17.7M
Studio: Twentieth Century Fox
Started Airing: 02/01/15

$5M – Cinderella

Online Activity: 4.02% within the movie category*
National Airings: 595
Networks: 27
Most Aired On: Disney XD, Nick
Creative Versions: 20
Est. Lifetime TV Spend: $12.8M
Studio: Walt Disney Pictures
Started Airing: 12/31/14

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/23/2015 and 03/01/2015.
* 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.

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