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‘Deepwater Horizon’ Leads Studios’ TV Ad Spending

Deepwater Horizon Movie
Courtesy of Summit Entertainment

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 “Deepwater Horizon.”

Ads placed for the Mark Wahlberg vehicle had an estimated media value of $7.92 million through Sunday for 658 national ad airings across 28 networks. Behind it in second place: Warner Bros.’ “The Accountant,” which saw 526 national ad airings across 31 networks, with an estimated media value of $5.87 million.

TV ad placements for Warner Bros.’ “Storks” (EMV: $5.82 million), Columbia Pictures’ “The Magnificent Seven” ($5.58 million) and Twentieth Century Fox’s “Miss Peregrine’s Home for Peculiar Children” ($5.24 million) round out the chart.

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Top Movie Commercials by Weekly TV Spend

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$7.92M – Deepwater Horizon

Deepwater Horizon
Online Activity: 0.20% within the movie category*
National Airings: 658
Networks: 28
Most Spend On: NBC, CBS
Creative Versions: 9
Est. Lifetime TV Spend: $14.19M
Studio: Lionsgate
Started Airing: 08/20/16

$5.87M – The Accountant

The Accountant
Online Activity: 8.30% within the movie category*
National Airings: 526
Networks: 31
Most Spend On: ESPN, NBC
Creative Versions: 11
Est. Lifetime TV Spend: $7.52M
Studio: Warner Bros.
Started Airing: 08/31/16

$5.82M – Storks

Storks
Online Activity: 1.33% within the movie category*
National Airings: 1,201
Networks: 46
Most Spend On: ABC, NBC
Creative Versions: 26
Est. Lifetime TV Spend: $21.62M
Studio: Warner Bros.
Started Airing: 03/12/16

$5.58M – The Magnificent Seven

The Magnificent Seven
Online Activity: 0.19% within the movie category*
National Airings: 852
Networks: 33
Most Spend On: ESPN, NBC
Creative Versions: 15
Est. Lifetime TV Spend: $20.95M
Studio: Columbia Pictures
Started Airing: 06/02/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/12/2016 and 09/18/2016.

* 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.