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‘Pan’ Tops Week’s Number One TV Ad Spend

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. claimed the top spot in TV ad spending with the fantasy prequel, “Pan.”

The latest foray into the world of Peter Pan, the film saw an estimated $6.59 million spent in TV advertising this week, with 1,247 national airings across 53 networks, led by Fox and ABC. Warner Bros. also claimed the second spot on the list this week with the Robert DeNiro-driven “The Intern.” The film, about a retiree who returns to the workplace with comedic results, saw $5.73 million spent, bringing its lifetime total to date to $20.6 million in advertising.

Claiming the third spot this week was Universal’s “Everest,” which saw $5.26 million spent on 775 national airings across 39 networks, led by CBS and NBC. Trailing in fourth was Warner Bros. crime drama “Black Mass.” The Whitey Bulger biopic saw $5.01 million spent on national ads this week, bringing its lifetime total through Sunday to $23.2 million.

Rounding out the list was Fox’s sci-fi epic “The Martian,” which saw $4.6 million spent on 757 national airings across 45 networks, led by Fox and NBC.

Overall, the movie industry spent an estimated $55.6 million on TV advertising this week. Warner Bros. led the spending with an estimated 32.2% of that total, followed by Universal at 24%, and Twentieth Century Fox at 13.5%. Fox saw the most overall advertising dollars from studios, with an estimated $9 million dollars pushed its way, with NFL Football leading the way in programming with the most advertising money, with over $13 million spent among the games.


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.59M – Pan

Online Activity: 2.22% within the movie category*
National Airings: 1,247
Networks: 53
Top TV Spend: FOX, ABC, ESPN
Creative Versions: 10
Est. Lifetime TV Spend: $14.65M
Studio: Warner Bros.
Started Airing: 07/15/15

$5.73M – The Intern

The Intern
Online Activity: 2.42% within the movie category*
National Airings: 693
Networks: 40
Top TV Spend: CBS, FOX, NBC
Creative Versions: 25
Est. Lifetime TV Spend: $20.57M
Studio: Warner Bros.
Started Airing: 08/17/15

$5.26M – Everest

Online Activity: 8.76% within the movie category*
National Airings: 775
Networks: 39
Top TV Spend: CBS, NBC, ESPN
Creative Versions: 15
Est. Lifetime TV Spend: $17.07M
Studio: Universal Pictures
Started Airing: 08/23/15

$5.01M – Black Mass

Black Mass
Online Activity: 9.48% within the movie category*
National Airings: 1,209
Networks: 50
Top TV Spend: CBS, FOX, ESPN
Creative Versions: 30
Est. Lifetime TV Spend: $23.21M
Studio: Warner Bros.
Started Airing: 08/06/15

$4.58M – The Martian

The Martian
Online Activity: 5.9% within the movie category*
National Airings: 757
Networks: 45
Top TV Spend: FOX, NBC, CBS
Creative Versions: 15
Est. Lifetime TV Spend: $13.91M
Studio: Twentieth Century Fox
Started Airing: 08/23/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/14/2015 and 09/20/2015.
* 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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