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‘Mission Impossible: Rogue Nation’ Tops Week’s TV Advertising

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Mission Impossible: Rogue Nation” took the top spot as the movie backed by the most TV advertising dollars this week. It knocked last week’s No. 1 place holder, “The Man From U.N.C.L.E.,” from the top spot, with the latter movie falling off this week’s list entirely.

With an estimated $6.9 million spent in advertising, Paramount secured the top spot for the “Mission Impossible” sequel with 2,110 national airings across 45 networks, led by MTV and VH1. In the No. 2 spot this week was Warner Bros.’ “Vacation” (up one from the week prior) with $6.7 million spent on 1,186 national airings across 45 networks, led by FX and Comedy Central.

Rounding out the top three this week was Marvel’s “Fantastic Four” with $5.2 million spent on 1,853 national airings across 47 networks led by FX and Cartoon Network. The fourth and fifth spots, respectively, both saw debuts to the list this week, with Universal spending an estimated $4.7 million on “Straight Outta Compton” for 885 national airings across 34 networks, led by Comedy Central and BET. Bringing up the rear of the list was Fox’s “Hitman,” with an estimated $4.6 million spent on 914 national airings across 37 networks, led by MTV and FXX.

Overall, the movie industry spent an estimated $55.7 million on movie advertising this week. Warner Bros. led the way with 19% of that total, followed by Paramount at 15%, and Marvel with 12%. For the second week in a row, Cartoon Network saw the most overall advertising dollars, with an estimated $4.3 million pushed its way, while “Family Guy” was the individual program to see the most money spent on advertising.

Top Movie Commercials by Weekly TV Spend

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$6.89M – Mission: Impossible – Rogue Nation

Mission: Impossible - Rogue Nation
Online Activity: 1.92% within the movie category*
National Airings: 2,110
Networks: 45
Most Aired On: MTV, VH1
Creative Versions: 52
Est. Lifetime TV Spend: $36.34M
Studio: Paramount Pictures
Started Airing: 03/22/15

$6.7M – Vacation

Online Activity: 2.61% within the movie category*
National Airings: 1,186
Networks: 45
Most Aired On: FX, Comedy Central
Creative Versions: 42
Est. Lifetime TV Spend: $33.48M
Studio: Warner Bros.
Started Airing: 06/14/15

$5.21M – Fantastic Four

Fantastic Four
Online Activity: 1.32% within the movie category*
National Airings: 1,853
Networks: 47
Most Aired On: FX, Cartoon Network
Creative Versions: 30
Est. Lifetime TV Spend: $19.27M
Studio: Marvel
Started Airing: 06/11/15

$4.72M – Straight Outta Compton

Straight Outta Compton
Online Activity: 5.46% within the movie category*
National Airings: 885
Networks: 34
Most Aired On: Comedy Central, BET
Creative Versions: 20
Est. Lifetime TV Spend: $13.46M
Studio: Universal Pictures
Started Airing: 02/08/15

$4.69M – Hitman: Agent 47

Hitman: Agent 47
Online Activity: 1.45% within the movie category*
National Airings: 914
Networks: 37
Most Aired On: MTV, FXX
Creative Versions: 6
Est. Lifetime TV Spend: $5.81M
Studio: Twentieth Century Fox
Started Airing: 06/28/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/27/2015 and 08/02/2015.

* 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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