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‘Allegiant’ Tops in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Lionsgate claims the top spot in TV ad spending with “The Divergent Series: Allegiant.”

Ads placed for the sci-fi movie had an estimated media value of $4.54 million through Sunday, for 870 national ad airings across 29 networks, bringing its lifetime total to $13.93 million. Just behind it in second place: Universal’s “My Big Fat Greek Wedding 2,” which saw 928 national ad airings across 27 networks, with an estimated media value of $3.95 million.

TV ad placements for Paramount’s “10 Cloverfield Lane” (EMV: $3.94 million), DC Entertainment’s “Batman v Superman: Dawn of Justice” ($3.01 million) and Columbia’s “Miracles From Heaven” ($2.81 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$4.54M – The Divergent Series: Allegiant

The Divergent Series: Allegiant
Online Activity: 1.13% within the movie category*
National Airings: 870
Networks: 29
Most Aired On: MTV – Music Television, POP
Creative Versions: 15
Est. Lifetime TV Spend: $13.93M
Studio: Lionsgate
Started Airing: 02/14/16

$3.95M – My Big Fat Greek Wedding 2

My Big Fat Greek Wedding 2
Online Activity: 0.45% within the movie category*
National Airings: 928
Networks: 27
Most Aired On: TLC, Lifetime Movie Network
Creative Versions: 9
Est. Lifetime TV Spend: $10.58M
Studio: Universal Pictures
Started Airing: 01/31/16

$3.94M – 10 Cloverfield Lane

10 Cloverfield Lane
Online Activity: 1.11% within the movie category*
National Airings: 988
Networks: 40
Most Aired On: MTV – Music Television, MTV2: Music Television
Creative Versions: 18
Est. Lifetime TV Spend: $15.36M
Studio: Paramount Pictures
Started Airing: 02/10/16

$3.01M – Batman v Superman: Dawn of Justice

Batman v Superman: Dawn of Justice
Online Activity: 3.10% within the movie category*
National Airings: 527
Networks: 37
Most Aired On: ESPN, Comedy Central
Creative Versions: 16
Est. Lifetime TV Spend: $24.06M
Studio: DC Entertainment
Started Airing: 01/09/16

$2.81M – Miracles From Heaven

Miracles From Heaven
Online Activity: 0.72% within the movie category*
National Airings: 698
Networks: 34
Most Aired On: Freeform, BET
Creative Versions: 15
Est. Lifetime TV Spend: $8.55M
Studio: Columbia Pictures
Started Airing: 11/24/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/07/2016 and 03/13/2016.
* 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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