‘Kung Fu Panda 3’ Again Leads in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, DreamWorks Animation claims the top spot in TV ad spending for the second week in a row with “Kung Fu Panda 3.”

National ads placed for the computer-animated comedy had an estimated media value of $4.4 million through Sunday, for 1,196 airings across 45 networks, bringing its lifetime total to $27.91 million. Just behind it in second place: Paramount’s “Zoolander 2,” which saw 993 national ad airings across 34 networks, with an estimated media value of $4.34 million.

TV ad placements for Walt Disney’s “The Finest Hours” (EMV: $4.22 million), Universal’s “Hail, Caesar!” ($4.0 million) and Marvel’s “Deadpool” ($3.93 million) round out the chart.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

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$4.4M – Kung Fu Panda 3

Kung Fu Panda 3
Online Activity: 2.56% within the movie category*
National Airings: 1,196
Networks: 45
Most Aired On: Cartoon Network, Nick
Creative Versions: 33
Est. Lifetime TV Spend: $27.91M
Studio: DreamWorks Animation
Started Airing: 12/26/15

$4.34M – Zoolander 2

Zoolander 2
Online Activity: 2.01% within the movie category*
National Airings: 993
Networks: 34
Most Aired On: Comedy Central, MTV
Creative Versions: 14
Est. Lifetime TV Spend: $14.69M
Studio: Paramount Pictures
Started Airing: 01/10/16

$4.22M – The Finest Hours

The Finest Hours
Online Activity: 0.67% within the movie category*
National Airings: 613
Networks: 30
Most Aired On: E!, TLC
Creative Versions: 44
Est. Lifetime TV Spend: $24.19M
Studio: Walt Disney Pictures
Started Airing: 07/08/15

$4M – Hail, Caesar!

Hail, Caesar!
Online Activity: 0.94% within the movie category*
National Airings: 1,061
Networks: 34
Most Aired On: Independent Film (IFC), Comedy Central
Creative Versions: 13
Est. Lifetime TV Spend: $16.57M
Studio: Universal Pictures
Started Airing: 12/29/15

$3.93M – Deadpool

Deadpool
Online Activity: 8.20% within the movie category*
National Airings: 1,089
Networks: 41
Most Aired On: Spike, OXYGEN
Creative Versions: 24
Est. Lifetime TV Spend: $15.12M
Studio: Marvel
Started Airing: 12/25/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 01/25/2016 and 01/31/2016.

* 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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