‘The Man From U.N.C.L.E.’ Reclaims Top Ad-Spend Crown

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. “The Man From U.N.C.L.E.” returned as the movie backed by the most advertising dollars this week after briefly being knocked from the top spot by Universal’s “Straight Outta Compton” last week.

With an estimated $8.25 million spent on national TV ads, Warner Bros continued to invest in “The Man from U.N.C.L.E.” with 1,757 national airings across 43 networks, bringing the total through Sunday close to the $31.4 million mark. On its heels in the second spot was the aforementioned “Straight Outta Compton,” with $4.4 million spent on 962 national airings across 34 networks, led by Comedy Central and BET.

Climbing to the the third position this week was the horror sequel “Sinister 2,” with an estimated $3.56 million spent this week, bringing the total through Sunday to $9.25 million spread across 31 networks.

Returning to the list in the fourth position after a week’s absence was Fox’s “Hitman: Agent 47,” with an estimated $3.55 million spent on 1,129 national airings across 40 networks led by MTV and Spike. Debuting in the bottom spot this week was The Weinstein Company’s “No Escape,” with $3.13 million spent on 553 national airings across 29 networks led by WGN America and truTV.

Overall, the movie industry spent an estimated $43.2 million on TV advertising this week, nearly $7 million less than the week prior. Warner Bros. led the spending with nearly 30% of that total, followed by Universal at 15.5% and Fox at 8.8%. Comedy Central was the network that saw the most overall advertising dollars, with an estimated $3.9 million pushed its way, while the individual program that saw the most TV advertising dollars was the 2015 PGA Championship, which saw nearly $1.9 million ad spending.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

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$8.25M – The Man From U.N.C.L.E.

The Man From U.N.C.L.E.
Online Activity: 5.4% within the movie category*
National Airings: 1,757
Networks: 43
Most Aired On: Comedy Central, ESPN
Creative Versions: 47
Est. Lifetime TV Spend: $31.34M
Studio: Warner Bros.
Started Airing: 07/14/15

$4.42M – Straight Outta Compton

Straight Outta Compton
Online Activity: 25.37% within the movie category*
National Airings: 962
Networks: 34
Most Aired On: Comedy Central, BET
Creative Versions: 30
Est. Lifetime TV Spend: $23.06M
Studio: Universal Pictures
Started Airing: 02/08/15

$3.56M – Sinister 2

Sinister 2
Online Activity: 4.16% within the movie category*
National Airings: 943
Networks: 31
Most Aired On: SYFY, MTV
Creative Versions: 13
Est. Lifetime TV Spend: $9.25M
Studio: Entertainment One (eOne Films)
Started Airing: 07/18/15

$3.55M – Hitman: Agent 47

Hitman: Agent 47
Online Activity: 11.82% within the movie category*
National Airings: 1,129
Networks: 40
Most Aired On: MTV, Spike
Creative Versions: 18
Est. Lifetime TV Spend: $12.69M
Studio: Twentieth Century Fox
Started Airing: 06/28/15

$3.12M – No Escape

No Escape
Online Activity: 3.33% within the movie category*
National Airings: 553
Networks: 29
Most Aired On: truTV, WGN America
Creative Versions: 9
Est. Lifetime TV Spend: $7.17M
Studio: The Weinstein Company
Started Airing: 07/01/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/10/2015 and 08/16/2015.
* 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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