‘Batman v Superman’ Again Tops in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, DC Entertainment claims the top spot in TV ad spending for the second week in a row with “Batman v Superman: Dawn of Justice.”

Ads placed for the superhero movie had an estimated media value of $5.69 million through Sunday, for 745 national ad airings across 36 networks. Just behind it in second place: Warner Bros.’ “Barbershop: The Next Cut,” which saw 741 national ad airings across 26 networks, with an estimated media value of $5.20 million.

TV ad placements for Universal’s “The Boss” (EMV: $4.03 million), Walt Disney’s “The Jungle Book” ($3.84 million) and Lionsgate’s “Criminal” ($3.24 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$5.69M – Batman v Superman: Dawn of Justice

Batman v Superman: Dawn of Justice
Online Activity: 11.90% within the movie category*
National Airings: 745
Networks: 36
Most Aired On: Comedy Central, ESPN
Creative Versions: 24
Est. Lifetime TV Spend: $29.03M
Studio: DC Entertainment
Started Airing: 01/09/16

$5.2M – Barbershop: The Next Cut

Barbershop: The Next Cut
Online Activity: 0.28% within the movie category*
National Airings: 741
Networks: 26
Most Aired On: MTV, ESPN
Creative Versions: 10
Est. Lifetime TV Spend: $9.68M
Studio: Warner Bros.
Started Airing: 02/12/16

$4.03M – The Boss

The Boss
Online Activity: 0.84% within the movie category*
National Airings: 742
Networks: 33
Most Aired On: Comedy Central, OXYGEN
Creative Versions: 14
Est. Lifetime TV Spend: $9.61M
Studio: Universal Pictures
Started Airing: 02/13/16

$3.84M – The Jungle Book

The Jungle Book
Online Activity: 0.96% within the movie category*
National Airings: 473
Networks: 27
Most Aired On: Disney Channel, Disney XD
Creative Versions: 13
Est. Lifetime TV Spend: $8.05M
Studio: Walt Disney Pictures
Started Airing: 02/21/16

$3.24M – Criminal

Online Activity: 0.50% within the movie category*
National Airings: 208
Networks: 15
Most Aired On: A&E, History Channel
Creative Versions: 4
Est. Lifetime TV Spend: $5.35M
Studio: Lionsgate
Started Airing: 03/11/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/21/2016 and 03/27/2016.

* 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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