‘Crimson Peak’ Holds Frightfully Strong in 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, Universal claims the top spot in TV ad spending for the second week in a row with its period horror piece “Crimson Peak.”

The Guillermo del Toro-helmed fright film about an author caught up in the secrets of an old manor house, “Crimson Peak” saw $5.9 million spent on TV advertising last week, bringing its lifetime total through Sunday to $18.6 million. Coming in second is Universal’s “Steve Jobs.” The biopic about Apple’s co-founder saw $4.6 million spent on 748 national airings across 34 networks, led by CBS and ABC.

Sony’s “Goosebumps” holds onto the third spot for a second week in a row. The children’s monster movie, based on the writings of R.L. Stine, saw an estimated $4.1 million outlay, bringing its lifetime total to $12.5 million spent to date.

Warner Bros.’ “Our Brand is Crisis” lands in fourth place, with $3.9 million spent on 642 national airings across 45 networks, led by CBS and NBC. And debuting at fifth is another scare fest for the Halloween season, Lionsgate’s “The Last Witch Hunter,” which saw $3.8 million spent on 710 national airings across 29 networks, led by CBS and Comedy Central.

Overall, the movie industry spent an estimated $51.9 million on TV advertising last week. Universal led the spending with 23.8% of that total, followed by Sony at 9.4% and Lionsgate at 8.8%. NBC saw the most advertising dollars from studios, with an estimated $5.9 million take, while NFL Football led the way in programming with over $5.3 million spent among the various games.


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$5.9M – Crimson Peak

Crimson Peak
Online Activity: 16.54% within the movie category*
National Airings: 1,525
Networks: 41
Top TV Spend: NBC, Univision, FOX
Creative Versions: 24
Est. Lifetime TV Spend: $18.66M
Studio: Universal Pictures
Started Airing: 09/13/15

$4.58M – Steve Jobs

Steve Jobs
Online Activity: 13.43% within the movie category*
National Airings: 748
Networks: 34
Top TV Spend: CBS, ABC, TNT
Creative Versions: 27
Est. Lifetime TV Spend: $21.52M
Studio: Universal Pictures
Started Airing: 05/17/15

$4.06M – Goosebumps

Online Activity: 8.09% within the movie category*
National Airings: 987
Networks: 34
Top TV Spend: FOX, Univision, ABC
Creative Versions: 33
Est. Lifetime TV Spend: $12.49M
Studio: Sony Pictures
Started Airing: 07/15/15

$3.97M – Our Brand Is Crisis

Our Brand Is Crisis
Online Activity: 0.46% within the movie category*
National Airings: 642
Networks: 45
Top TV Spend: NBC, CBS, ESPN
Creative Versions: 18
Est. Lifetime TV Spend: $10.47M
Studio: Warner Bros.
Started Airing: 09/09/15

$3.78M – The Last Witch Hunter

The Last Witch Hunter
Online Activity: 5.2% within the movie category*
National Airings: 710
Networks: 29
Top TV Spend: CBS, Comedy Central, NBC
Creative Versions: 11
Est. Lifetime TV Spend: $10.33M
Studio: Lionsgate
Started Airing: 09/23/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/12/2015 and 10/18/2015.
* 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.

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