‘Crimson Peak’ Scares Its Way to 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 its period horror piece “Crimson Peak.”

Telling the story of an aspiring author trapped in a house that has its share of bloody secrets, the Guillermo del Toro fright flick saw an estimated $6.3 million spent in TV advertising last week, bringing its total to date through Sunday to $12.8 million. Making its debut in the second spot is Touchstone’s “Bridge of Spies.” The film, a Cold War thriller helmed by Steven Spielberg, saw $5.2 million spent on 587 national airings across 28 networks, led by CBS and Fox.

Sony’s “Goosebumps” made an impressive debut in the third spot this week. The children’s monster movie saw an estimated $4.3 million outlay, bringing its lifetime total to $8.5 million spent to date.

The previous chart-topper, Warner Bros.’ “Pan,” lands in fourth place, with $4.25 million spent on 1,236 national airings across 54 networks, led by CBS and NBC. And debuting at fifth is another Warner Bros. release, “Our Brand Is Crisis,” which saw $3.6 million spent on 452 national airings across 36 networks, led by CBS and ESPN.

Overall, the movie industry spent an estimated $61.3 million on TV advertising last week. Universal led the spending with 21.1% of that total, followed by Warner Bros. at 17.4% and Sony at 11.7%. CBS saw the most advertising dollars from studios, with an estimated $7.9 million take, while NFL Football led the way in programming, with over $9.4 million spent among the various games.

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Top Movie Commercials by Weekly TV Spend

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$6.31M – Crimson Peak

Crimson Peak
Online Activity: 8.28% within the movie category*
National Airings: 934
Networks: 35
Top TV Spend: NBC, CBS, ABC
Creative Versions: 21
Est. Lifetime TV Spend: $12.81M
Studio: Universal Pictures
Started Airing: 09/13/15

$5.2M – Bridge of Spies

Bridge of Spies
Online Activity: 1.51% within the movie category*
National Airings: 587
Networks: 28
Top TV Spend: CBS, NBC, ABC
Creative Versions: 23
Est. Lifetime TV Spend: $14.13M
Studio: Touchstone Pictures
Started Airing: 06/06/15

$4.33M – Goosebumps

Goosebumps
Online Activity: 4.83% within the movie category*
National Airings: 1,030
Networks: 36
Top TV Spend: Univision, NBC, FOX
Creative Versions: 25
Est. Lifetime TV Spend: $8.52M
Studio: Sony Pictures
Started Airing: 07/15/15

$4.25M – Pan

Pan
Online Activity: 7.62% within the movie category*
National Airings: 1,236
Networks: 54
Top TV Spend: CBS, NBC, ESPN
Creative Versions: 34
Est. Lifetime TV Spend: $29.88M
Studio: Warner Bros.
Started Airing: 07/15/15

$3.6M – Our Brand Is Crisis

Our Brand Is Crisis
Online Activity: 0.42% within the movie category*
National Airings: 452
Networks: 36
Top TV Spend: CBS, ESPN, NBC
Creative Versions: 6
Est. Lifetime TV Spend: $6.5M
Studio: Warner Bros.
Started Airing: 09/09/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/05/2015 and 10/11/2015.
* 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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