In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Disney’s Lucasfilm claims the top spot in TV ad spending with “Star Wars: The Force Awakens.”
Ads placed by Lucasfilm for “The Force Awakens” through Sunday had an estimated media value of $5.3 million, bringing its lifetime total to $22.4 million. (Keep in mind that “The Force Awakens” has also been reaping the rewards of show integrations across Disney-owned networks as well as plenty of co-promotions with brands including Duracell and CoverGirl.)
Just behind “The Force Awakens” in second place: Paramount’s “Daddy’s Home.” The Will Ferrell/Mark Wahlberg comedy saw 844 national ad airings across 41 networks, led by Comedy Central and BET, with an estimated media value of $4.5 million.
Debuting in, respectively, third and fourth place: Warner Bros.’ “Point Break,” with 790 ad airings (estimated media value: $4.4 million) and Universal’s new Tina Fey/Amy Poehler vehicle, “Sisters,” with 665 ad airings ($3.9 million).
Rounding out the list in fifth place: Twentieth Century Fox’s “Joy,” with 736 national airings across 36 networks, led by VH1 and Bravo ($3.4 million).
Overall, the movie industry spent an estimated $47.9 million on television advertising last week through Sunday. Twentieth Century Fox led the spending with 23.1% of that total, followed by Paramount at 16.9% and Warner Bros. at 15.3%. Fox saw the most advertising dollars from studios, with an estimated $8.2 million take, while NFL Football led the way in programming with over $6.3 million spent among the various games.
1 Movie titles with a minimum spend of $100,000 for airings detected between 12/07/2015 and 12/13/2015.
* 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.