‘Burnt’ Blazes Its Way to the Top Spot as Week’s No. 1 TV Ad Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, The Weinstein Company claims the top spot in TV ad spending with the comedic drama “Burnt.”

Making its debut at number one this week, “Burnt,” about a diva chef (Bradley Cooper) who’s given a chance at redemption, saw an estimated $3.6 million spent in TV advertising, with 627 national airings across 25 networks, led by CBS and Fox. Climbing up two spots from the week previous, Warner Bros.’ “Our Brand is Crisis” comes in a close second place. Starring Sandra Bullock, the political comedy saw $3.5 million spent, bringing its lifetime total through Sunday to $14.1 million.

Also making a debut on the list this week is the new James Bond film “Spectre,” which lands in third place. Columbia Pictures’ latest contribution to the spy franchise saw $3.4 million spent on 482 national airings across 32 networks, led by ESPN and Fox. In fourth place is the Universal biopic “Steve Jobs,” with $3.3 million spent, bringing its lifetime total to $24.2 million.

Rounding out the list with the third debut of the week is Paramount’s “Paranormal Activity: The Ghost Dimension.” The latest in the long-running spooky franchise saw an estimated $3.2 million spent on 1,134 national airings across 30 networks, led by CBS and MTV.

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Overall, the movie industry spent an estimated $37.9 million on TV advertising last week through Sunday. Paramount led the spending with 14.2% of that total, followed by Columbia Pictures at 13.8% and Warner Bros. at 13%. CBS saw the most advertising dollars from studios, with an estimated $4.3 million take, while NFL Football led the way in programming with over $7.5 million spent among the various games.


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$3.58M – Burnt

Online Activity: 0.56% within the movie category*
National Airings: 627
Networks: 25
Most Aired On: CBS, FOX, NBC
Creative Versions: 17
Est. Lifetime TV Spend: $10.02M
Studio: The Weinstein Company
Started Airing: 09/15/15

$3.47M – Our Brand Is Crisis

Our Brand Is Crisis
Online Activity: 0.3% within the movie category*
National Airings: 728
Networks: 46
Most Aired On: NBC, TNT, ABC
Creative Versions: 23
Est. Lifetime TV Spend: $14.12M
Studio: Warner Bros.
Started Airing: 09/09/15

$3.4M – Spectre

Online Activity: 2.16% within the movie category*
National Airings: 482
Networks: 32
Most Aired On: ESPN, FOX, CBS
Creative Versions: 11
Est. Lifetime TV Spend: $12.17M
Studio: Columbia Pictures
Started Airing: 06/09/15

$3.31M – Steve Jobs

Steve Jobs
Online Activity: 0.6% within the movie category*
National Airings: 640
Networks: 30
Most Aired On: CBS, ESPN, NBC
Creative Versions: 30
Est. Lifetime TV Spend: $24.2M
Studio: Universal Pictures
Started Airing: 05/17/15

$3.26M – Paranormal Activity: The Ghost Dimension

Paranormal Activity: The Ghost Dimension
Online Activity: 2.23% within the movie category*
National Airings: 1,134
Networks: 30
Most Aired On: CBS, MTV, Cartoon Network
Creative Versions: 16
Est. Lifetime TV Spend: $8.22M
Studio: Paramount Pictures
Started Airing: 09/22/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/19/2015 and 10/25/2015.
* 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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