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‘Kubo and the Two Strings’ Again Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Focus Features claims the top spot in TV ad spending for the second week in a row with “Kubo and the Two Strings.”

Ads placed for the animated film had an estimated media value of $8.41 million through Sunday, for 1,471 national airings across 46 networks. Behind it in second place: Warner Bros.’ “Sully,” which saw 713 national ad airings across 39 networks, with an estimated media value of $6.62 million.

TV ad placements for Warner Bros.’ “War Dogs” (EMV: $5.19 million), Paramount Pictures’ “Ben-Hur” ($5.02 million) and Lionsgate’s “Mechanic: Resurrection” ($3.84 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$8.41M – Kubo and the Two Strings

Kubo and the Two Strings
Online Activity: 0.38% within the movie category*
National Airings: 1,471
Networks: 46
Most Spend On: NBC, Cartoon Network
Creative Versions: 25
Est. Lifetime TV Spend: $32.53M
Studio: Focus Features
Started Airing: 03/12/16

$6.62M – Sully

Online Activity: 1.86% within the movie category*
National Airings: 713
Networks: 39
Most Spend On: NBC, ABC
Creative Versions: 4
Est. Lifetime TV Spend: $12.58M
Studio: Warner Bros.
Started Airing: 08/07/16

$5.19M – War Dogs

War Dogs
Online Activity: 0.12% within the movie category*
National Airings: 1,432
Networks: 43
Most Spend On: CBS, Comedy Central
Creative Versions: 18
Est. Lifetime TV Spend: $27.2M
Studio: Warner Bros.
Started Airing: 04/10/16

$5.02M – Ben-Hur

Online Activity: 0.09% within the movie category*
National Airings: 909
Networks: 34
Most Spend On: NBC, Comedy Central
Creative Versions: 19
Est. Lifetime TV Spend: $20.9M
Studio: Paramount Pictures
Started Airing: 03/20/16

$3.84M – Mechanic: Resurrection

Mechanic: Resurrection
Online Activity: 0.98% within the movie category*
National Airings: 436
Networks: 21
Most Spend On: NBC, Telemundo
Creative Versions: 6
Est. Lifetime TV Spend: $9.06M
Studio: Lionsgate
Started Airing: 07/25/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/15/2016 and 08/21/2016.

* 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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