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‘Kubo and the Two Strings’ Tops TV Ad Spending

KUBO AND THE TWO STRINGS
Courtesy of Laika Studios/Focus Features

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 with “Kubo and the Two Strings.”

Ads placed for the animated film had an estimated media value of $8.69 million through Sunday, for 1,321 national ad airings across 45 networks. Behind it in second place: Walt Disney Pictures’ “Pete’s Dragon,” which saw 921 national ad airings across 30 networks, with an estimated media value of $7.12 million.

TV ad placements for Universal Pictures’ “Sing” (EMV: $6.04 million), Paramount Pictures’ “Ben-Hur” ($5.42 million) and Warner Bros.’ “Sully” ($5.02 million) round out the chart.

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Top Movie Commercials by Weekly TV Spend

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$8.69M – Kubo and the Two Strings

Kubo and the Two Strings
Online Activity: 0.10% within the movie category*
National Airings: 1,321
Networks: 45
Most Spend On: NBC, Nick
Creative Versions: 25
Est. Lifetime TV Spend: $23.66M
Studio: Focus Features
Started Airing: 03/12/16

$7.12M – Pete’s Dragon

Pete's Dragon
Online Activity: 0.12% within the movie category*
National Airings: 921
Networks: 30
Most Spend On: NBC, TNT
Creative Versions: 24
Est. Lifetime TV Spend: $24.01M
Studio: Walt Disney Pictures
Started Airing: 06/14/16

$6.04M – Sing

Sing
Online Activity: 8.34% within the movie category*
National Airings: 161
Networks: 9
Most Spend On: NBC, NBC Sports
Creative Versions: 4
Est. Lifetime TV Spend: $10.67M
Studio: Universal Pictures
Started Airing: 02/15/16

$5.42M – Ben-Hur

Ben-Hur
Online Activity: 0.04% within the movie category*
National Airings: 861
Networks: 39
Most Spend On: NBC, Fox News
Creative Versions: 14
Est. Lifetime TV Spend: $15.45M
Studio: Paramount Pictures
Started Airing: 03/20/16

$5.02M – Sully

Sully
Online Activity: 17.47% within the movie category*
National Airings: 477
Networks: 37
Most Spend On: NBC, ABC
Creative Versions: 4
Est. Lifetime TV Spend: $5.9M
Studio: Warner Bros.
Started Airing: 08/07/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/08/2016 and 08/14/2016.

* 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.