‘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.

Popular on Variety


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$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.

More Film

  • A still from Rebuilding Paradise by

    Ron Howard on Capturing Wildfire Devastation in 'Rebuilding Paradise' Doc

    Ron Howard’s upcoming documentary “Rebuilding Paradise” puts the spotlight on survivors from the northern California community in the aftermath of a deadly and destructive wildfire. “We weren’t just interested in the drama and the trauma, but on a human interest level,” Howard told Variety’s Matt Donnelly in conversation at Sundance Film Festival’s Cinema Cafe series. [...]

  • Zola

    'Zola,' the Stripper Tweetstorm Movie, Premieres to Warm Reception at Sundance

    “Zola,” the A24 movie based on a viral Twitter thread, premiered to laughter and applause on Friday at the Sundance Film Festival. The film is based on a mostly true story tweeted in October 2015 by Aziah Wells King (nickname: Zola, played by Taylour Paige). King recounted, in highly entertaining fashion, her journey from Detroit [...]

  • Alma Har'el with Lucas Hedges and

    DGA Marks Inclusion Milestones on the Eve of Awards Ceremony

    Two months ago, the Directors Guild of America heralded a major milestone in its long push for inclusion in the television industry. The DGA’s episodic television director inclusion report found that half of all TV episodes in the 2018-19 season were directed by women or directors of color for the first time. “Inclusion has been [...]

  • Meg Whitman and Jeffrey Katzenberg Quibi

    Jeffrey Katzenberg, Meg Whitman Explain How Quibi Differs From Other Streamers

    Jeffrey Katzenberg has heard the chatter about streaming wars, but the media mogul thinks that when the dust settles, the fight to attract audiences won’t end with just a few victors. “Everybody suddenly wants to declare winners and losers and the fact is there’s only winners and winners right now,” he said during an interview [...]

  • Anaconda

    'Anaconda' Reboot in the Works at Sony With 'Divergent' Writer

    Sony Pictures is in early development of a reboot of the “Anaconda” franchise, hiring “Divergent” writer Evan Daugherty to write the project. The studio has not set up the project with a producer, director or actors. Sony released the original “Anaconda” in 1997 as a horror thriller starring Jennifer Lopez, Ice Cube, Jon Voight, Eric [...]

  • Annabella Sciorra

    Friend Tells of Annabella Sciorra's Mid-1990s Struggles at Harvey Weinstein Trial

    A longtime friend of Annabella Sciorra testified Friday in Harvey Weinstein’s criminal trial that the actor turned to cutting herself and exhibited other troubling behavior in the mid-1990s after she was allegedly raped by the disgraced film mogul. The defense questioning of model Kara Young got heated as Judge James Burke sustained repeated objections to [...]


    Box Office: 'Bad Boys for Life' to Lead Weekend With $26 Million

    Sony’s “Bad Boys for Life” is dominating North American moviegoing with about $26 million at 2,155 sites, early estimates showed Friday. Universal’s World War I epic “1917” will finish at a distant second with about $13 million in the wake of receiving 10 Academy Award nominations and the top film award from the Producers Guild [...]

More From Our Brands

Access exclusive content