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‘The Huntsman’ Reclaims Top Spot in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Universal Pictures reclaims the No. 1 position in TV ad spending with “The Huntsman: Winter’s War.” (It previously held the top spot in our chart two weeks ago.)

Ads placed for the fantasy adventure film had an estimated media value of $5.78 million through Sunday, for 1,201 national ad airings across 39 networks. Just behind it in second place: Disney’s “The Jungle Book,” which saw 1,129 national ad airings across 38 networks, with an estimated media value of $4.9 million.

TV ad placements for Lionsgate’s “Criminal” (EMV: $4.06 million), Marvel’s “Captain America: Civil War” (EMV: $3.95 million) and Open Road’s “Mother’s Day” ($3.0 million) round out the chart.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

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$5.78M – The Huntsman: Winter’s War

The Huntsman: Winter's War
Online Activity: 1.03% within the movie category*
National Airings: 1,201
Networks: 39
Most Spend On: E!, OXYGEN
Creative Versions: 11
Est. Lifetime TV Spend: $23.15M
Studio: Universal Pictures
Started Airing: 02/11/16

$4.9M – The Jungle Book

The Jungle Book
Online Activity: 1.45% within the movie category*
National Airings: 1,129
Networks: 38
Most Spend On: Disney Channel, Nick
Creative Versions: 27
Est. Lifetime TV Spend: $24.31M
Studio: Walt Disney Pictures
Started Airing: 02/21/16

$4.06M – Criminal

Criminal
Online Activity: 0.23% within the movie category*
National Airings: 780
Networks: 33
Most Spend On: Tennis Channel, ESPN
Creative Versions: 9
Est. Lifetime TV Spend: $17.42M
Studio: Lionsgate
Started Airing: 03/11/16

$3.95M – Captain America: Civil War

Captain America: Civil War
Online Activity: 8.23% within the movie category*
National Airings: 389
Networks: 30
Most Spend On: Disney XD, Cartoon Network
Creative Versions: 15
Est. Lifetime TV Spend: $9.76M
Studio: Marvel
Started Airing: 03/09/16

$3M – Mother’s Day

Mother's Day
Online Activity: 0.23% within the movie category*
National Airings: 1,042
Networks: 26
Most Spend On: fyi, Nick
Creative Versions: 10
Est. Lifetime TV Spend: $5.75M
Studio: Open Road Films
Started Airing: 03/28/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/11/2016 and 04/17/2016.

* 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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