‘Entourage’ Three-peats As Top Ad Spender while ‘Max’ and ‘Insidious’ Debut

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, the three movies backed by the largest estimated TV ad budgets are all three-week chart incumbents, while the bottom of the list features two new debuts.

Entourage” made it a three-peat this week, again topping the list with an estimated ad spend of $9.4 million on 1,267 national airings across 41 networks led by VH1 and MTV. A $1 million increase in spending over last week helped solidify its position, with ABC capturing the most ad dollars for the week.

With “San Andreas” falling off the list, “Jurassic World” moved up a position to second, backed by $6.9 million in TV ad spending for 1,570 national airings across 52 networks led by Syfy and USA Network, with ABC leading in spending. Despite spending $1 million less than last week, “Spy” nonetheless moved up to third on the strength of $5.2 million spent on 1,224 national airings across 41 networks. MTV and FX aired the most ads, but again ABC got the most budget.

Newcomer “Max” appeared for the first time on the list at fourth, backed by $5.1 million in TV ad spending for 1,080 national airings across 42 networks led by VH1 and Comedy Central, with Fox claiming the highest budget. And debuting at fifth is “Insidious: Chapter 3,” with $4.2 million spent on 1,093 national ad airings across 32 networks led by MTV and ABC Family, while the Cartoon Network got the most dollars.

Overall, the movie industry laid out an estimated $70.5 million on TV ads for the week, led by Warner Bros. with 23.8%, Universal Pictures at 19.2%, and Twentieth Century Fox at 8.9%. ABC collected the most of this, with more than $15 million spent on movie-related TV ads on the network for the week, followed by NBC with over $6 million and Fox with just under $5 million.

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Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$9.4M – Entourage

Entourage
Online Activity: 3.16% within the movie category*
National Airings: 1,267
Networks: 41
Most Aired On: VH1, MTV
Creative Versions: 52
Est. Lifetime TV Spend: $39.3M
Studio: Warner Bros.
Started Airing: 04/12/15

$6.9M – Jurassic World

Jurassic World
Online Activity: 8.99% within the movie category*
National Airings: 1,570
Networks: 52
Most Aired On: SYFY, USA Network
Creative Versions: 32
Est. Lifetime TV Spend: $23.8M
Studio: Universal Pictures
Started Airing: 11/25/14

$5.2M – Spy

Spy
Online Activity: 3.44% within the movie category*
National Airings: 1,224
Networks: 41
Most Aired On: MTV, FX
Creative Versions: 44
Est. Lifetime TV Spend: $31.4M
Studio: Twentieth Century Fox
Started Airing: 04/18/15

$5.1M – Max

Max
Online Activity: 2.66% within the movie category*
National Airings: 1,080
Networks: 42
Most Aired On: VH1, Comedy Central
Creative Versions: 4
Est. Lifetime TV Spend: $5.2M
Studio: Warner Bros.
Started Airing: 06/01/15

$4.2M – Insidious: Chapter 3

Insidious: Chapter 3
Online Activity: 6.48% within the movie category*
National Airings: 1,093
Networks: 32
Most Aired On: MTV, ABC Family
Creative Versions: 27
Est. Lifetime TV Spend: $18.3M
Studio: Focus Features
Started Airing: 03/16/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/01/2015 and 06/07/2015.
* 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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