‘Max’ Tops ‘Ted 2’ and ‘Magic Mike XXL’ in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Max” remained at the top of the list, marking the film’s second week as the movie backed by the biggest TV advertising budget.

Reducing its expenditure almost a million dollars this week compared to last, Warner Bros.’ estimated $6.4 million advertising investment for “Max” yet again secured the film the top spot, buying 1,932 national airings across 49 networks led by FX and VH1. The steamy sequel “Magic Mike XXL” snagged the number two spot, up two from the previous week. With an ad budget of $5.8 million, “Magic Mike XXL” had 1,121 national airings across 42 networks, led by MTV and VH1.

Ted 2” held firm this week in the number three spot, with an ad budget of $6.2 million, buying 984 national airings across 38 networks, led by MTV and Comedy Central. Meanwhile the only newcomer on the list this week, “Trainwreck,” debuted in the fourth spot with Universal spending $5.6 million for 365 national airings across 22 networks led by MTV and VH1. Also staying secure for a second week in a row was “Terminator Genisys,” remaining in the bottom spot. The new Schwarzenegger-driven sequel had a $5.4 million ad budget this week, with 1,181 national airings across 43 networks, led by MTV and ESPN.

Overall, the movie industry spent an estimated total of $60.5 million this week on TV advertising. Warner Bros. and Universal Pictures led the drive, virtually neck-and-neck with 31.8% and 31.6% of that total, respectively. Paramount Pictures trailed a distant third with 10%. “Family Guy” was this week’s top television program to advertise movies against, with over $2.1 million directed at the show.

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Top Movie Commercials by Weekly TV Spend

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$6.4M – Max

Online Activity: 1.73% within the movie category*
National Airings: 1,932
Networks: 49
Most Aired On: FX, VH1
Creative Versions: 25
Est. Lifetime TV Spend: $27.8M
Studio: Warner Bros.
Started Airing: 06/01/15

$5.8M – Magic Mike XXL

Magic Mike XXL
Online Activity: 5.48% within the movie category*
National Airings: 1,121
Networks: 42
Most Aired On: MTV, VH1
Creative Versions: 37
Est. Lifetime TV Spend: $20.3M
Studio: Warner Bros.
Started Airing: 06/08/15

$5.7M – Ted 2

Ted 2
Online Activity: 2.66% within the movie category*
National Airings: 1,077
Networks: 39
Most Aired On: MTV, Comedy Central
Creative Versions: 30
Est. Lifetime TV Spend: $23.2M
Studio: Universal Pictures
Started Airing: 05/16/15

$5.6M – Trainwreck

Online Activity: 0.64% within the movie category*
National Airings: 365
Networks: 22
Most Aired On: MTV, VH1
Creative Versions: 7
Est. Lifetime TV Spend: $9.3M
Studio: Universal Pictures
Started Airing: 04/12/15

$5.4M – Terminator Genisys

Terminator Genisys
Online Activity: 3.46% within the movie category*
National Airings: 1,181
Networks: 43
Most Aired On: MTV, ESPN
Creative Versions: 38
Est. Lifetime TV Spend: $26.2M
Studio: Paramount Pictures
Started Airing: 02/01/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/22/2015 and 06/28/2015.
* 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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