‘Deadpool’ Tops in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Marvel claims the top spot in TV ad spending with “Deadpool.”

National ads placed for the superhero film had an estimated media value of $7.2 million through Sunday, for 1,557 airings across 48 networks. Just behind it in, respectively, second and third place: Paramount’s “10 Cloverfield Lane” and Universal’s new Jason Bourne movie, which had exactly one airing each through Sunday—specifically during the Super Bowl.

Universal’s “The Secret Life of Pets,” meanwhile, supplemented its Super Bowl presence with ad placements on Animal Planet, while Walt Disney’s “The Jungle Book” appeared during both CBS’s English-language Super Bowl broadcast and the ESPN Deportes Spanish-language simulcast of the big game.

Correction: Deadpool” data updated on 2/25/16.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$7.2M – Deadpool

Deadpool
Online Activity: 25.04% within the movie category*
National Airings: 1557
Networks: 48
Top TV Spend: ESPN, FOX, Cartoon Network
Creative Versions: 21
Est. Lifetime TV Spend: $19.69M
Studio: Twentieth Century Fox
Started Airing: 12/25/15

$5.59M – 10 Cloverfield Lane

10 Cloverfield Lane
Online Activity: 0.57% within the movie category*
National Airings: 1
Networks: 1
Top TV Spend: CBS
Creative Versions: 2
Est. Lifetime TV Spend: $5.59M
Studio: Paramount Pictures
Started Airing: 02/07/16

$5M – Jason Bourne

Jason Bourne
Online Activity: 6.95% within the movie category*
National Airings: 1
Networks: 1
Top TV Spend: CBS
Creative Versions: 2
Est. Lifetime TV Spend: $5M
Studio: Universal Pictures
Started Airing: 02/07/16

$4.95M – The Secret Life of Pets Super Bowl 2016

The Secret Life of Pets Super Bowl 2016
Online Activity: 0.36% within the movie category*
National Airings: 7
Networks: 2
Top TV Spend: CBS, Animal Planet
Creative Versions: 2
Est. Lifetime TV Spend: $4.95M
Studio: Universal Pictures
Started Airing: 02/07/16

$4.9M – The Jungle Book

The Jungle Book
Online Activity: 2.88% within the movie category*
National Airings: 2
Networks: 2
Top TV Spend: CBS, ESPN Deportes
Creative Versions: 2
Est. Lifetime TV Spend: $4.9M
Studio: Walt Disney Pictures
Started Airing: 02/07/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/01/2016 and 02/07/2016.

* 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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