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‘Straight Outta Compton’ Goes Straight to the Top as Week’s Biggest TV Ad Spender

Straight Outta Compton
Courtesy of Universal

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Universal’s “Straight Outta Compton” emerged in the top spot as the movie backed by the most TV advertising dollars this week. The film, which climbed from its fourth place spot in the week prior, replaced “Mission Impossible: Rogue Nation” in the number one spot, knocking the latter film from the list entirely.

With an estimated $5.22 million spent on national TV ads, Universal continued to invest in “Straight Outta Compton” with 975 national airings across 36 networks — bringing the total through Sunday close to the $19 million mark. On its heels in the second position was Marvel’s “Fantastic Four,” up one spot from the week prior, with $5.1 million spent on 1,698 national airings across 49 networks, led by Cartoon Network and FX.

In the third position this week was Warner Bros. “The Man From U.N.C.L.E.” with an estimated $4.2 million spent this week, bringing the total through Sunday to $23mm to date, spread across 43 networks.

Making their debut on the list in the fourth and fifth spots, respectively, were Lionsgate’s “American Ultra” and Entertainment One’s “Sinister Two.” “American Ultra” saw $3.7 million spent on TV advertising with 543 national airings across 27 networks led by Comedy Central and Pop, while “Sinster 2” saw $3.3 million spent on 798 national airings across 29 networks, led by Syfy and MTV.

Overall, the movie industry spent an estimated $49.3 million on movie advertising this week. Three studios came close to an even split, with Lionsgate accounting for 15% of that total, followed by Marvel (14.9%), and Warner Bros. (14.6%). Comedy Central was the network that saw the most overall advertising dollars, with an estimated $5.4 million pushed its way — in part because of the finale of “The Daily Show” with Jon Stewart as the host.

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Top Movie Commercials by Weekly TV Spend

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$5.22M – Straight Outta Compton

Straight Outta Compton
Online Activity: 26.24% within the movie category*
National Airings: 975
Networks: 36
Most Aired On: Comedy Central, BET
Creative Versions: 27
Est. Lifetime TV Spend: $18.69M
Studio: Universal Pictures
Started Airing: 02/08/15

$5.08M – Fantastic Four

Fantastic Four
Online Activity: 9.47% within the movie category*
National Airings: 1,698
Networks: 49
Most Aired On: Cartoon Network, FX
Creative Versions: 34
Est. Lifetime TV Spend: $24.24M
Studio: Marvel
Started Airing: 06/11/15

$4.28M – The Man from U.N.C.L.E.

The Man from U.N.C.L.E.
Online Activity: 3.43% within the movie category*
National Airings: 754
Networks: 41
Most Aired On: Comedy Central, ESPN
Creative Versions: 39
Est. Lifetime TV Spend: $23.14M
Studio: Warner Bros.
Started Airing: 07/14/15

$3.77M – American Ultra

American Ultra
Online Activity: 4.17% within the movie category*
National Airings: 543
Networks: 27
Most Aired On: Comedy Central, Pop
Creative Versions: 6
Est. Lifetime TV Spend: $6.35M
Studio: Lionsgate
Started Airing: 07/20/15

$3.31M – Sinister 2

Sinister 2
Online Activity: 5.94% within the movie category*
National Airings: 798
Networks: 29
Most Aired On: SYFY, MTV
Creative Versions: 4
Est. Lifetime TV Spend: $5.69M
Studio: Entertainment One (eOne Films)
Started Airing: 07/18/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/03/2015 and 08/09/2015.

* 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.