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‘Maze Runner: The Scorch Trials’ Fires Up Ad Spend


In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Twentieth Century Fox’s “Maze Runner: The Scorch Trials” debuted as the movie backed by the most ad dollars this week, replacing last week’s top spot earner “The Man From U.N.C.L.E.,” which fell from the list entirely.

With an estimated $5.35 million spent on national TV ads, “Maze Runner,” the second film in the post-apocalyptic, young adult franchise, claimed the top spot with 621 national airings across 28 networks, led by  MTV2 and VH1. Coming in at a close second was The Weinstein Company’s “No Escape,” with an estimated $5.2 million spent, bringing its lifetime total through Sunday to the $12.3 million mark. The Owen Wilson drama made a strong jump from the week prior, where it previously occupied the list’s bottom position.

Returning to the list in the third and fourth positions were “Hitman: Agent 47” and “Sinister 2,” respectively. This week, “Hitman” saw an estimated $4.59 million spent on TV ads for 1,195 national airings across 37 networks led by MTV and BET. Meanwhile, the horror sequel “Sinister 2” saw $4.26 million spent, bring its total to date to $13.44 million.

Much like the top spot, the week’s bottom spot was host to a film making its debut on the list, in this case Warner Bros. “Black Mass,” with $3.38 million spent on 240 national airings across 25 networks, led by MTV and FX.

Overall, the movie industry spent an estimated $44.7 million on TV advertising this week, just little over a million more than the week prior. Twentieth Century Fox led the spending with 24% of that total, followed by Warner Bros at 15.8% and The Weinstein Company at an approximate 12%. Comedy Central was the network that saw the most overall advertising dollars, with an estimated $4.4 million pushed its way, while the ratings-record debut of AMC’s zombie spin-off “Fear the Walking Dead” was the individual program that saw the most TV advertising dollars, with nearly $2.9 million in ads spent.


Top Movie Commercials by Weekly TV Spend

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$5.35M – Maze Runner: The Scorch Trials

Maze Runner: The Scorch Trials
Online Activity: 4.02% within the movie category*
National Airings: 621
Networks: 28
Most Aired On: MTV2, VH1
Creative Versions: 4
Est. Lifetime TV Spend: $5.63M
Studio: Twentieth Century Fox
Started Airing: 08/11/15

$5.2M – No Escape

No Escape
Online Activity: 2.85% within the movie category*
National Airings: 931
Networks: 34
Most Aired On: truTV, WGN America
Creative Versions: 14
Est. Lifetime TV Spend: $12.32M
Studio: The Weinstein Company
Started Airing: 07/01/15

$4.59M – Hitman: Agent 47

Hitman: Agent 47
Online Activity: 11.41% within the movie category*
National Airings: 1,195
Networks: 37
Most Aired On: MTV, BET
Creative Versions: 23
Est. Lifetime TV Spend: $17.31M
Studio: Twentieth Century Fox
Started Airing: 06/28/15

$4.26M – Sinister 2

Sinister 2
Online Activity: 8.36% within the movie category*
National Airings: 1,119
Networks: 34
Most Aired On: SYFY, MTV
Creative Versions: 15
Est. Lifetime TV Spend: $13.44M
Studio: Entertainment One (eOne Films)
Started Airing: 07/18/15

$3.38M – Black Mass

Black Mass
Online Activity: 3.28% within the movie category*
National Airings: 240
Networks: 25
Most Aired On: MTV, FX
Creative Versions: 5
Est. Lifetime TV Spend: $6.34M
Studio: Warner Bros.
Started Airing: 08/06/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/17/2015 and 08/23/2015.
* 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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