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‘Central Intelligence’ Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Warner Bros. claims the top spot in TV ad spending with “Central Intelligence.”

Ads placed for the action comedy film had an estimated media value of $4.94 million through Sunday, for 833 national ad airings across 35 networks. Behind it in second place: Twentieth Century Fox’s “X-Men: Apocalypse,” which saw 1,829 national ad airings across 47 networks, with an estimated media value of $4.9 million.

TV ad placements for Paramount Pictures’ “Teenage Mutant Ninja Turtles: Out of the Shadows” (EMV: $4.39 million), Walt Disney Pictures’ “Alice Through the Looking Glass” ($4.12 million) and Lionsgate’s “Now You See Me 2” ($4.07 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$4.94M – Central Intelligence

Central Intelligence
Online Activity: 0.63% within the movie category*
National Airings: 833
Networks: 35
Most Spend On: TNT, CBS
Creative Versions: 10
Est. Lifetime TV Spend: $8.76M
Studio: Warner Bros.
Started Airing: 04/10/16

$4.9M – X-Men: Apocalypse

X-Men: Apocalypse
Online Activity: 4.82% within the movie category*
National Airings: 1,829
Networks: 47
Most Spend On: NBC, ESPN
Creative Versions: 17
Est. Lifetime TV Spend: $23.08M
Studio: Twentieth Century Fox
Started Airing: 05/04/16

$4.12M – Alice Through The Looking Glass

Alice Through The Looking Glass
Online Activity: 13.79% within the movie category*
National Airings: 1,065
Networks: 33
Most Spend On: NBC, ABC
Creative Versions: 21
Est. Lifetime TV Spend: $23.01M
Studio: Walt Disney Pictures
Started Airing: 02/13/16

$4.07M – Now You See Me 2

Now You See Me 2
Online Activity: 2.99% within the movie category*
National Airings: 656
Networks: 31
Most Spend On: TNT, NBC
Creative Versions: 8
Est. Lifetime TV Spend: $8.82M
Studio: Lionsgate
Started Airing: 05/03/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 05/23/2016 and 05/29/2016.

* 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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