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 comedy “The Intern.” The film, which sees an aging businessman (played by Robert Deniro) returning to the workplace, replaces crime drama “Black Mass,” also from Warner Bros., which drops into the second position after leading the TV spending the last two weeks.
With an estimated $8.14 million spent on national TV ads this week, “The Intern” rose from the third position it occupied the week prior, topping the list and bringing its estimated lifetime spend to $15.5 million to date. Trailing was “Black Mass” with $4.9 million spent this week, bringing its estimated lifetime total through Sunday to the $19.9 million mark.
Falling to the third position this week was Fox’s post-apocalyptic sequel, “Maze Runner: The Scorch Trials,” with an estimated $4.1 million spent on 898 national airings across 34 networks led by Cartoon Network and Comedy Central. Nearly tying with “Maze Runner” in the fourth place was Universal’s “Everest,” climbing two spots from last week, and seeing $4.04 million spent, bringing its lifetime total through Sunday to $7.64 million.
EuropaCorp’s action sequel “The Transporter: Refueled” debuted in the number five spot this week, with $3.8 million spent on 1, 159 national airings across 37 networks, led by ESPN and Cartoon Network.
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Overall, the movie industry spent an estimated $47.7 million on TV advertising this week, approximately $4 million less than the week prior. Warner Bros. led the spending with an estimated 35% of that total, followed by Universal at 18.1%, and Twentieth Century Fox at 11.1%. ESPN saw the most overall advertising dollars from studios, with an estimated $5.9 million pushed its way, with College Football being the individual program event with the most advertising dollars, with nearly $6.3 million spent among the games.
1 Movie titles with a minimum spend of $100,000 for airings detected between 08/31/2015 and 09/06/2015.
* 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.