‘Batman v Superman’ Takes the Lead in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, DC Entertainment claims the top spot in TV ad spending for “Batman v Superman: Dawn of Justice.”

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.


Top Movie Commercials by Weekly TV Spend

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$7.74M – Batman v Superman: Dawn of Justice

Batman v Superman: Dawn of Justice
Online Activity: 4.21% within the movie category*
National Airings: 11
Networks: 7
Top TV Spend: CBS, NBC, ESPN
Creative Versions: 5
Est. Lifetime TV Spend: $12.23M
Studio: DC Entertainment
Started Airing: 01/09/16

$7.37M – 13 Hours: The Secret Soldiers of Benghazi

13 Hours: The Secret Soldiers of Benghazi
Online Activity: 6.03% within the movie category*
National Airings: 1,378
Networks: 40
Top TV Spend: CBS, ESPN, NBC
Creative Versions: 27
Est. Lifetime TV Spend: $27.94M
Studio: Paramount Pictures
Started Airing: 10/22/15

$7.05M – Dirty Grandpa

Dirty Grandpa
Online Activity: 1.59% within the movie category*
National Airings: 835
Networks: 29
Top TV Spend: CBS, FOX,NBC
Creative Versions: 10
Est. Lifetime TV Spend: $16.02M
Studio: Lionsgate
Started Airing: 12/26/15

$6.24M – Hail, Caesar!

Hail, Caesar!
Online Activity: 3.42% within the movie category*
National Airings: 885
Networks: 35
Top TV Spend: CBS, FOX, NBC
Creative Versions: 7
Est. Lifetime TV Spend: $8.1M
Studio: Universal Pictures
Started Airing: 12/29/15

$5.37M – The Finest Hours

The Finest Hours
Online Activity: 0.64% within the movie category*
National Airings: 397
Networks: 25
Top TV Spend: ESPN, NBC, CBS
Creative Versions: 24
Est. Lifetime TV Spend: $13.79M
Studio: Walt Disney Pictures
Started Airing: 07/08/15

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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