‘Black Mass’ Reclaims Top Spot as Week’s Number One TV Ad Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. claimed the top spot in TV ad spending with the crime drama “Black Mass,” the true story of Boston’s most infamous criminal, Whitey Bulger. The film, which stars Johnny Depp as Bulger, replaces last week’s number one, “The Intern,” also from Warner Bros., which fell off the list entirely.

With an estimated $5.81 million spent in national TV ads this week, “Black Mass” reclaimed the top spot after a week at number two, bringing its estimated lifetime total through Sunday to $25.8 million. Trailing in second was Fox’s post-apocalyptic sequel “Maze Runner: The Scorch Trials,” which saw $5.66 million spent on 1,156 national airings across 34 networks, led by NBC and Cartoon Network.

Debuting in the third position was Fox’s “The Martian,” the new Matt Damon-starring space saga from director Ridley Scott. With an estimated $5.5 million spent, “The Martian” saw 585 national airings across 38 networks, led by NBC and CBS. Also making its debut on the list this week at number four was Warner Bros. “Pan,” with $4.96 million spent on 698 national airings across 55 networks, led by NBC and Fox.

Rounding out the list this week was Universal’s “Everest,” dropping down a spot from the week prior. With an estimated $4.07 million spent this week, the mountain-climbing epic brought its lifetime total through Sunday to a cool $11.7 million.

Overall, the movie industry spent an estimated $55.5 million on TV advertising this week, nearly $8 million more than the week prior. Warner Bros. led the spending with an estimated 27% of that total, followed by Universal at 23.4%, and Twentieth Century Fox at 19.8%. NBC saw the most overall advertising dollars from studios, with an estimated $9.9 million dollars pushed its way, with NFL Football leading the way in programming with the most advertising money, with nearly $8.8 million spent among the games.


Top Movie Commercials by Weekly TV Spend

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$5.81M – Black Mass

Black Mass
Online Activity: 6.34% within the movie category*
National Airings: 927
Networks: 51
Top TV Spend: NBC, FOX, CBS
Creative Versions: 21
Est. Lifetime TV Spend: $25.79M
Studio: Warner Bros.
Started Airing: 08/06/15

$5.66M – Maze Runner: The Scorch Trials

Maze Runner: The Scorch Trials
Online Activity: 13.53% within the movie category*
National Airings: 1,156
Networks: 34
Top TV Spend: NBC, Cartoon Network, ESPN
Creative Versions: 19
Est. Lifetime TV Spend: $23.33M
Studio: Twentieth Century Fox
Started Airing: 08/11/15

$5.45M – The Martian

The Martian
Online Activity: 5.58% within the movie category*
National Airings: 585
Networks: 38
Top TV Spend: NBC, CBS, Comedy Central
Creative Versions: 8
Est. Lifetime TV Spend: $7.55M
Studio: Twentieth Century Fox
Started Airing: 08/23/15

$4.96M – Pan

Online Activity: 2.45% within the movie category*
National Airings: 698
Networks: 55
Top TV Spend: NBC, FOX, ABC
Creative Versions: 6
Est. Lifetime TV Spend: $9.45M
Studio: Warner Bros.
Started Airing: 07/15/15

$4.07M – Everest

Online Activity: 6.22% within the movie category*
National Airings: 621
Networks: 40
Top TV Spend: NBC, FOX, ESPN
Creative Versions: 9
Est. Lifetime TV Spend: $11.67M
Studio: Universal Pictures
Started Airing: 08/23/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/07/2015 and 09/13/2015.
* 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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