‘Magic Mike XXL’ Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Magic Mike XXL” debuted atop a list consisting of two other debuts and a pair of strong incumbents.

“Mike” held the top spot on the strength of an estimated $8.8 million spent on over 1,000 national TV ad airings across 40 networks, led by MTV and VH1 in volume and CBS and ABC in terms of spend. But it just barely outpaced a strong challenge by incumbent “Max,” which rose to the second spot from fourth last week, also spending $8.8 million for over 1,000 national TV ads across 47 networks led by FX and VH1 in volume and ABC and Fox in terms of spend.

Jurassic World” fell to third despite a slight increase in TV ad spend ($100,000) from last week to $7 million, which bought over 1,500 national spots across 50 networks led by SYFY and USA Networks in terms of volume and NBC and Telemundo in terms of spend. The bottom of the list were marked by two newcomers. “Inside Out” ranked fourth in TV ad spend with $6.9 million spend on over 1,000 national ads across 34 networks led by Disney XD and Disney Channel in volume and ABC and NBC in spend. “Terminator Genisys” entered the list at fifth with a $4.9 million outlay for under 1,000 national spots across 35 networks led by MTV and ESPN in volume and ABC and MTV in spend.

Overall, the movie industry spent nearly $73 million on TV advertising, led by Warner Bros. with over 27% of that total. Universal Pictures trailed closely behind with over 25% of the week’s overall spending, and Disney Pixar trailing in third with 10%. The NBA Basketball Finals captured nearly $20 million of this week’s budget, far outpacing any other individual program by a factor of 10.

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Top Movie Commercials by Weekly TV Spend

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$8.8M – Magic Mike XXL

Magic Mike XXL
Online Activity: 7.23% within the movie category*
National Airings: 1,092
Networks: 40
Most Aired On: MTV, VH1
Creative Versions: 15
Est. Lifetime TV Spend: $9M
Studio: Warner Bros.
Started Airing: 06/08/15

$8.8M – Max

Online Activity: 1.98% within the movie category*
National Airings: 1,156
Networks: 47
Most Aired On: FX, VH1
Creative Versions: 14
Est. Lifetime TV Spend: $14.2M
Studio: Warner Bros.
Started Airing: 06/01/15

$7M – Jurassic World

Jurassic World
Online Activity: 20.18% within the movie category*
National Airings: 1,587
Networks: 50
Most Aired On: SYFY, USA Network
Creative Versions: 39
Est. Lifetime TV Spend: $30.7M
Studio: Universal Pictures
Started Airing: 11/25/14

$6.9M – Inside Out

Inside Out
Online Activity: 3.37% within the movie category*
National Airings: 1,261
Networks: 34
Most Aired On: Disney XD, Disney Channel
Creative Versions: 58
Est. Lifetime TV Spend: $22.8M
Studio: Disney Pixar
Started Airing: 01/17/15

$4.9M – Terminator Genisys

Terminator Genisys
Online Activity: 3.23% within the movie category*
National Airings: 728
Networks: 35
Most Aired On: MTV, ESPN
Creative Versions: 14
Est. Lifetime TV Spend: $16M
Studio: Paramount Pictures
Started Airing: 02/01/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/08/2015 and 06/14/2015.
* 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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