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‘Black Mass’ Tops TV Ad Spending Charts

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. put “Black Mass” on top of the TV ad spending list. The Johnny Depp film, based on notorious Boston gangster Whitey Bulger, replaces “Maze Runner: The Scorch Trials,” which dropped to second after leading last week.

With an estimated $8.51 million spent on national TV ads, “Black Mass” added 1,265 national airings across 44 networks, to bring the total spent near $15 million going into the week. Trailing was Fox’s “Maze Runner: The Scorch Trials” with an estimated $7.23 million spent, bringing its lifetime total through Sunday to the $12.8 million mark.

Debuting on the list in the third position this week was Warner Bros.’ “The Intern,” a Robert De Niro-driven comedy that saw an estimated $4.9 million spent on 562 national airings across 22 networks, led by MTV and Comedy Central. Dropping to the fourth spot this week was the Weinstein Company’s “No Escape,” which had previously held the number two position the week prior. This week, the Owen Wilson drama saw $3.39 million spent on TV ads, bringing its lifetime total to $15.6 million.

Universal’s “Everest,” debuts at number five on the charts with $3.02 million spent on 82 national airings across 26 networks, led by Discovery and Travel.

Overall, the movie industry spent an estimated $52.1 million on TV advertising this week, nearly $8 million more than the week prior. Warner Bros. led the spending with an estimated 37% of that total, followed by Twentieth Century Fox at 15.7%, and Universal at a very near third with 14.3%. CBS saw the most overall advertising dollars from studios, with an estimated $5.4 million pushed its way, while NFL Preseason Football and MTV’s Video Music Awards were the individual program events with the most advertising dollars, with nearly $9 million spent between them.


Top Movie Commercials by Weekly TV Spend

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$8.51M – Black Mass

Black Mass
Online Activity: 4.0% within the movie category*
National Airings: 1,265
Networks: 44
Most Aired On: MTV, Comedy Central
Creative Versions: 8
Est. Lifetime TV Spend: $14.91M
Studio: Warner Bros.
Started Airing: 08/06/15

$7.23M – Maze Runner: The Scorch Trials

Maze Runner: The Scorch Trials
Online Activity: 6.3% within the movie category*
National Airings: 928
Networks: 32
Most Aired On: FXX, MTV2
Creative Versions: 7
Est. Lifetime TV Spend: $12.79M
Studio: Twentieth Century Fox
Started Airing: 08/11/15

$4.9M – The Intern

The Intern
Online Activity: 1.2% within the movie category*
National Airings: 562
Networks: 22
Most Aired On: MTV, Comedy Central
Creative Versions: 5
Est. Lifetime TV Spend: $6.47M
Studio: Warner Bros.
Started Airing: 08/17/15

$3.39M – No Escape

No Escape
Online Activity: 2.9% within the movie category*
National Airings: 933
Networks: 32
Most Aired On: truTV, WGN America
Creative Versions: 16
Est. Lifetime TV Spend: $15.59M
Studio: The Weinstein Company
Started Airing: 07/01/15

$3.02M – Everest

Online Activity: 1.8% within the movie category*
National Airings: 82
Networks: 26
Most Aired On: Discovery, Travel
Creative Versions: 4
Est. Lifetime TV Spend: $3.56M
Studio: Universal Pictures
Started Airing: 08/23/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/24/2015 and 08/30/2015.
* 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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