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‘10 Cloverfield Lane’ Tops in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Paramount claims the top spot in TV ad spending with “10 Cloverfield Lane.”

Ads placed for the sci-fi horror thriller had an estimated media value of $5.13 million through Sunday, for 1,010 national ad airings across 39 networks, bringing its lifetime total to $11.46 million. Just behind it in second place: Focus Features’ “London Has Fallen,” which saw 1,464 national ad airings across 41 networks, with an estimated media value of $4.68 million.

TV ad placements for Disney’s “Zootopia” (EMV: $4.53 million), Universal’s “My Big Fat Greek Wedding 2” ($3.86 million) and Lionsgate’s “The Divergent Series: Allegiant” ($3.59 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$5.13M – 10 Cloverfield Lane

10 Cloverfield Lane
Online Activity: 0.38% within the movie category*
National Airings: 1,010
Networks: 39
Most Aired On: MTV, MTV2
Creative Versions: 11
Est. Lifetime TV Spend: $11.46M
Studio: Paramount Pictures
Started Airing: 02/10/16

$4.68M – London Has Fallen

London Has Fallen
Online Activity: 0.77% within the movie category*
National Airings: 1,464
Networks: 41
Most Aired On: SYFY, MTV
Creative Versions: 22
Est. Lifetime TV Spend: $22M
Studio: Focus Features
Started Airing: 01/16/16

$4.53M – Zootopia

Online Activity: 5.81% within the movie category*
National Airings: 1,188
Networks: 37
Most Aired On: Disney Channel, Disney XD
Creative Versions: 42
Est. Lifetime TV Spend: $24.68M
Studio: Walt Disney Animation
Started Airing: 12/25/15

$3.86M – My Big Fat Greek Wedding 2

My Big Fat Greek Wedding 2
Online Activity: 0.57% within the movie category*
National Airings: 712
Networks: 27
Most Aired On: TLC, E!
Creative Versions: 7
Est. Lifetime TV Spend: $6.61M
Studio: Universal Pictures
Started Airing: 01/31/16

$3.59M – The Divergent Series: Allegiant

The Divergent Series: Allegiant
Online Activity: 1.91% within the movie category*
National Airings: 572
Networks: 22
Most Aired On: MTV, Pop
Creative Versions: 8
Est. Lifetime TV Spend: $9.25M
Studio: Lionsgate
Started Airing: 02/14/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/29/2016 and 03/06/2016.

* 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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