‘Sing’ Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending with “Sing” for the second week in a row.

Ads placed for the animated film had an estimated media value of $13.08 million through Sunday for 2,727 national ad airings across 72 networks. (Spend figures are based on estimates generated from Dec. 12 through 18. Estimates may be updated after the chart is posted as new information becomes available.)

Universal spent the most on airings on NBC and CBS, and in particular on airings during NFL Football and “The Voice.” Behind it in second place: Columbia Pictures’ “Passengers,” which saw 1,271 national ad airings across 40 networks, with an estimated media value of $6.77 million.

TV ad placements for “Assassin’s Creed” (EMV: $5.71 million), “Why Him?” ($5.66 million) and “Hidden Figures” ($5.51 million), all from Twentieth Century Fox, round out the chart.


Top Movie Commercials by Weekly TV Spend

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$13.08M – Sing

Online Activity: 6.54% within the movie category*
National Airings: 2,727
Networks: 72
Most Spend On: NBC, CBS
Creative Versions: 35
Est. Lifetime TV Spend: $42.78M
Studio: Universal Pictures
Started Airing: 02/15/16

$6.77M – Passengers

Online Activity: 1.90% within the movie category*
National Airings: 1,271
Networks: 40
Most Spend On: CBS, ESPN
Creative Versions: 24
Est. Lifetime TV Spend: $27.28M
Studio: Columbia Pictures
Started Airing: 09/20/16

$5.71M – Assassin’s Creed

Assassin's Creed
Online Activity: 9.83% within the movie category*
National Airings: 1,501
Networks: 42
Most Spend On: NBC, ESPN
Creative Versions: 17
Est. Lifetime TV Spend: $22.3M
Studio: Twentieth Century Fox
Started Airing: 11/01/16

$5.66M – Why Him?

Why Him?
Online Activity: 3.08% within the movie category*
National Airings: 1,666
Networks: 34
Most Spend On: NBC, Cartoon Network
Creative Versions: 18
Est. Lifetime TV Spend: $23.59M
Studio: Twentieth Century Fox
Started Airing: 11/02/16

$5.51M – Hidden Figures

Hidden Figures
Online Activity: 5.51% within the movie category*
National Airings: 996
Networks: 31
Most Spend On: NBC, FOX
Creative Versions: 8
Est. Lifetime TV Spend: $10.64M
Studio: Twentieth Century Fox
Started Airing: 08/14/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/12/2016 and 12/18/2016.

* 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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