‘Kung Fu Panda 3’ Takes the Lead in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, DreamWorks Animation claims the top spot in TV ad spending with “Kung Fu Panda 3.”

Ads placed for the cartoon sequel had an estimated media value of $6.25 million through Sunday, for 1,283 national ad airings across 45 networks, bringing its lifetime total to $21.71 million. Just behind it in second place: Walt Disney’s “The Finest Hours,” which saw 615 national ad airings across 30 networks, with an estimated media value of $6.14 million.

TV ad placements for DC Entertainment’s “Batman v Superman: Dawn of Justice” (EMV: $5.91 million), Paramount’s “Zoolander 2” ($5.22 million) and Warner Bros.’ “How to Be Single” ($5.11 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$6.25M – Kung Fu Panda 3

Kung Fu Panda 3
Online Activity: 1.82% within the movie category*
National Airings: 1,283
Networks: 45
Most Aired On: Nick, Cartoon Network
Creative Versions: 26
Est. Lifetime TV Spend: $21.71M
Studio: DreamWorks Animation
Started Airing: 12/26/15

$6.14M – The Finest Hours

The Finest Hours
Online Activity: 0.31% within the movie category*
National Airings: 615
Networks: 30
Most Aired On: TBS, TLC
Creative Versions: 35
Est. Lifetime TV Spend: $19.93M
Studio: Walt Disney Pictures
Started Airing: 07/08/15

$5.91M – Batman v Superman: Dawn of Justice

Batman v Superman: Dawn of Justice
Online Activity: 2.72% within the movie category*
National Airings: 8
Networks: 4
Most Aired On: CBS, FOX
Creative Versions: 7
Est. Lifetime TV Spend: $12.45M
Studio: DC Entertainment
Started Airing: 01/09/16

$5.22M – Zoolander 2

Zoolander 2
Online Activity: 1.35% within the movie category*
National Airings: 758
Networks: 30
Most Aired On: Comedy Central, MTV
Creative Versions: 6
Est. Lifetime TV Spend: $10.37M
Studio: Paramount Pictures
Started Airing: 01/10/16

$5.11M – How to Be Single

How to Be Single
Online Activity: 1.09% within the movie category*
National Airings: 847
Networks: 35
Most Aired On: MTV, Comedy Central
Creative Versions: 9
Est. Lifetime TV Spend: $11.23M
Studio: Warner Bros.
Started Airing: 01/05/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 01/18/2016 and 01/24/2016.

* 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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