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‘Daddy’s Home’ Spent More on TV Trailers Than ‘Star Wars’ Last Week

Daddys Home Trailer
Courtesy of Paramount

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Star Wars: The Force Awakens” may be generating value in a galaxy beyond all movies this year, but when it comes to strictly a measure of TV ad spend on official trailers, Paramount claims the top spot with “Daddy’s Home.”

The comedy, starring Will Ferrell and Mark Wahlberg as father figures competing for their children’s affections, saw an estimated $6.2 million spent in TV advertising last week through Sunday, with 717 national airings across 33 networks, led by Fox and ABC.

On the comedy’s heels is Lucasfilm’s “Star Wars: The Force Awakens.” The latest installment in the beloved saga saw an estimated $5.5 million spent, bringing its lifetime total as of Dec. 6 to $16.9 million. (The figures count only for the 11 official trailers the studio had in national TV ad rotation last week).

Why so low? “Star Wars” is gaining TV exposure in the form of show integrations across Disney-owned networks and is setting a new high mark for co-branded promotions, with 16 brands creating 34 unique ads promoting the film for an additional spend of over $40 million to date.

In third place: Columbia Pictures’ “Concussion,” which saw $4.3 million spent on 482 national ad airings across 33 networks, led by Fox and NBC. Ron Howard’s whaling epic “In the Heart of the Sea” from Warner Bros. took fourth place with $3.9 million spent, bringing its lifetime total through Sunday to a cool $27.5 million.

Making its debut in our chart and rounding out the list in fifth place is Twentieth Century Fox’s “Alvin and the Chipmunks: The Road Chip,” with $3.9 million spent on 896 national airings across 41 networks, led by NBC and Nickelodeon.

Overall, the movie industry spent an estimated $47.7 million on television advertising last week through Sunday. Paramount led the spending with 18.8% of that total, followed by Warner Bros. at 16.7% and Twentieth Century Fox at 15.8%. Fox saw the most advertising dollars from studios, with an estimated $8.7 million dollar take, while NFL Football led the way in programming with over $4.3 million spent among the various games.

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Top Movie Commercials by Weekly TV Spend

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$6.15M – Daddy’s Home

Daddy's Home
Online Activity: 0.33% within the movie category*
National Airings: 717
Networks: 33
Most Aired On: Comedy Central, BET
Creative Versions: 7
Est. Lifetime TV Spend: $7.95M
Studio: Paramount Pictures
Started Airing: 11/29/15

$4.35M – Concussion

Concussion
Online Activity: 0.50% within the movie category*
National Airings: 482
Networks: 33
Most Aired On: ESPN, BET
Creative Versions: 11
Est. Lifetime TV Spend: $10.28M
Studio: Columbia Pictures
Started Airing: 11/17/15

$3.97M – In the Heart of the Sea

In the Heart of the Sea
Online Activity: 1.05% within the movie category*
National Airings: 780
Networks: 45
Most Aired On: TNT, MTV
Creative Versions: 22
Est. Lifetime TV Spend: $27.56M
Studio: Warner Bros.
Started Airing: 09/24/15

$3.92M – Alvin and the Chipmunks: The Road Chip

Alvin and the Chipmunks: The Road Chip
Online Activity: 0.72% within the movie category*
National Airings: 896
Networks: 41
Most Aired On: Nick, Nick Toons
Creative Versions: 14
Est. Lifetime TV Spend: $5.89M
Studio: Twentieth Century Fox
Started Airing: 11/15/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 11/30/2015 and 12/06/2015.
* 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.