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‘Batman v Superman’ Tops 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 with “Batman v Superman: Dawn of Justice.”

Ads placed for the superhero movie had an estimated media value of $4.99 million through Sunday, for 545 national ad airings across 37 networks, bringing its lifetime total to $29.08 million. Just behind it in second place: Universal’s “My Big Fat Greek Wedding 2,” which saw 900 national ad airings across 26 networks, with an estimated media value of $4.24 million.

TV ad placements for Lionsgate’s “The Divergent Series: Allegiant” (EMV: $3.66 million), Warner Bros.’ “Barbershop: The Next Cut” ($3.58 million) and Columbia’s “Miracles From Heaven” ($3.23 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$4.99M – Batman v Superman: Dawn of Justice

Batman v Superman: Dawn of Justice
Online Activity: 4.67% within the movie category*
National Airings: 545
Networks: 37
Most Aired On: ESPN, Comedy Central
Creative Versions: 19
Est. Lifetime TV Spend: $29.08M
Studio: DC Entertainment
Started Airing: 01/09/16

$4.24M – My Big Fat Greek Wedding 2

My Big Fat Greek Wedding 2
Online Activity: 0.78% within the movie category*
National Airings: 900
Networks: 26
Most Aired On: TLC, Freeform
Creative Versions: 14
Est. Lifetime TV Spend: $14.79M
Studio: Universal Pictures
Started Airing: 01/31/16

$3.66M – The Divergent Series: Allegiant

The Divergent Series: Allegiant
Online Activity: 1.64% within the movie category*
National Airings: 821
Networks: 32
Most Aired On: MTV, POP
Creative Versions: 19
Est. Lifetime TV Spend: $17.45M
Studio: Lionsgate
Started Airing: 02/14/16

$3.58M – Barbershop: The Next Cut

Barbershop: The Next Cut
Online Activity: 0.26% within the movie category*
National Airings: 426
Networks: 25
Most Aired On: MTV, ESPN
Creative Versions: 9
Est. Lifetime TV Spend: $4.49M
Studio: Warner Bros.
Started Airing: 02/12/16

$3.23M – Miracles From Heaven

Miracles From Heaven
Online Activity: 2.40% within the movie category*
National Airings: 861
Networks: 32
Most Aired On: Freeform, BET
Creative Versions: 21
Est. Lifetime TV Spend: $11.71M
Studio: Columbia Pictures
Started Airing: 11/24/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/14/2016 and 03/20/2016.

* 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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