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‘The Huntsman’ Again Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Universal Pictures claims the top spot in TV ad spending for the second week in a row with “The Huntsman: Winter’s War.”

Ads placed for the fantasy adventure film had an estimated media value of $6.43 million through Sunday, for 1,408 national ad airings across 42 networks. Behind it in second place: Open Road’s “Mother’s Day,” which saw 1,734 national ad airings across 42 networks, with an estimated media value of $4.35 million.

TV ad placements for Warner Bros.’ “The Nice Guys” (EMV: $3.94 million), Marvel’s “Captain America: Civil War” ($3.84 million) and Gramercy Pictures’ “Ratchet & Clank” ($3.35 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$6.43M – The Huntsman: Winter’s War

The Huntsman: Winter's War
Online Activity: 5.25% within the movie category*
National Airings: 1,408
Networks: 42
Top TV Spend: NBC, TNT, Nick
Creative Versions: 19
Est. Lifetime TV Spend: $29.48M
Studio: Universal Pictures
Started Airing: 02/11/16

$4.35M – Mother’s Day

Mother's Day
Online Activity: 1.30% within the movie category*
National Airings: 1,734
Networks: 42
Top TV Spend: TNT, E!, HGTV
Creative Versions: 24
Est. Lifetime TV Spend: $9.86M
Studio: Open Road Films
Started Airing: 03/28/16

$3.94M – The Nice Guys

The Nice Guys
Online Activity: 1.16% within the movie category*
National Airings: 468
Networks: 30
Top TV Spend: CBS, TNT, NBC
Creative Versions: 6
Est. Lifetime TV Spend: $6.15M
Studio: Warner Bros.
Started Airing: 04/04/16

$3.84M – Captain America: Civil War

Captain America: Civil War
Online Activity: 25.64% within the movie category*
National Airings: 525
Networks: 34
Top TV Spend: NBC, ABC, Nick
Creative Versions: 23
Est. Lifetime TV Spend: $13.73M
Studio: Marvel
Started Airing: 03/09/16

$3.35M – Ratchet & Clank

Ratchet & Clank
Online Activity: 2.23% within the movie category*
National Airings: 1,012
Networks: 21
Top TV Spend: Nick, Cartoon Network, ABC
Creative Versions: 20
Est. Lifetime TV Spend: $8.59M
Studio: Gramercy Pictures
Started Airing: 03/24/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/18/2016 and 04/24/2016.
* 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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