Ads placed for the superhero movie, which pits Ben Affleck’s Batman against Henry Cavill’s Superman, had an estimated media value of $7.74 million through Sunday, for just 11 national ad airings across 7 networks. Ads for blockbuster releases are typically placed on TV using a flood-the-zone approach, inundating viewers across a range of high- and low-cost availabilities, but DC Entertainment just executed on a high-cost, high-impact strategy, promoting “Batman v Superman” in a handful of pricey sports programming slots, including NFL Football and the College Football Playoff National Championships.
Just behind “Batman v Superman”: Paramount’s “13 Hours: The Secret Soldiers of Benghazi,” which saw 1,378 national ad airings across 40 networks, with an estimated media value of $7.37 million.
TV ad placements for Lionsgate’s “Dirty Grandpa” (EMV: $7.05 million), Universal’s “Hail, Caesar!” ($6.24 million) and Walt Disney’s “The Finest Hours” ($5.37 million) round out the chart.
1 Movie titles with a minimum spend of $100,000 for airings detected between 01/11/2016 and 01/17/2016.
* 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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