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‘Deepwater Horizon’ Tops Studios’ TV Ad Spending for Third Week in a Row

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Lionsgate again claims the top spot in TV ad spending with “Deepwater Horizon.”

Ads placed for the Mark Wahlberg vehicle had an estimated media value of $8.18 million through Sunday for 968 national ad airings across 31 networks. Behind it in second place: Universal’s “The Girl on the Train,”  which saw 890 national ad airings across 29 networks, with an estimated media value of $6.96 million.

TV ad placements for Relativity Media’s “Masterminds” ($5.35 million), Twentieth Century Fox’s “Keeping Up With the Joneses” ($4.64 million) and Paramount’s “Jack Reacher: Never Go Back” ($4.18 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$8.18M – Deepwater Horizon

Deepwater Horizon
Online Activity: 0.32% within the movie category*
National Airings: 968
Networks: 31
Most Spend On: Univision, NBC
Creative Versions: 21
Est. Lifetime TV Spend: $33.26M
Studio: Lionsgate
Started Airing: 08/20/16

$6.96M – The Girl on the Train

The Girl on the Train
Online Activity: 0.09% within the movie category*
National Airings: 890
Networks: 29
Most Spend On: NBC, CBS
Creative Versions: 10
Est. Lifetime TV Spend: $21.98M
Studio: Universal Pictures
Started Airing: 08/09/16

$5.35M – Masterminds

Online Activity: 0.17% within the movie category*
National Airings: 1,503
Networks: 35
Most Spend On: Comedy Central, NBC
Creative Versions: 13
Est. Lifetime TV Spend: $24.11M
Studio: Relativity Media
Started Airing: 03/24/15

$4.64M – Keeping Up With the Joneses

Keeping Up With the Joneses
Online Activity: 0.21% within the movie category*
National Airings: 832
Networks: 36
Most Spend On: E!, NBC
Creative Versions: 5
Est. Lifetime TV Spend: $6.84M
Studio: Twentieth Century Fox
Started Airing: 08/16/16

$4.18M – Jack Reacher: Never Go Back

Jack Reacher: Never Go Back
Online Activity: 0.17% within the movie category*
National Airings: 496
Networks: 27
Most Spend On: FOX, ABC
Creative Versions: 6
Est. Lifetime TV Spend: $10.46M
Studio: Paramount Pictures
Started Airing: 08/10/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/26/2016 and 10/02/2016.

* 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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