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.
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.