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‘Now You See Me 2’ Tops TV Ad Spending

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 “Now You See Me 2.”

Ads placed for the action thriller had an estimated media value of $5.39 million through Sunday, for 983 national ad airings across 34 networks. Behind it in second place: Twentieth Century Fox’s “Independence Day: Resurgencem” which saw 1,218 national ad airings across 47 networks, with an estimated media value of $5.16 million.

TV ad placements for Universal Pictures’ “Warcraft” (EMV: $4.97 million), Paramount Pictures’ “Teenage Mutant Ninja Turtles: Out of the Shadows” ($4.36 million) and STX Entertainment’s “Free State of Jones” ($4.25 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$5.39M – Now You See Me 2

Now You See Me 2
Online Activity: 2.71% within the movie category*
National Airings: 983
Networks: 34
Most Spend On: ABC, NBC
Creative Versions: 15
Est. Lifetime TV Spend: $14.19M
Studio: Lionsgate
Started Airing: 05/03/16

$5.16M – Independence Day: Resurgence

Independence Day: Resurgence
Online Activity: 2.10% within the movie category*
National Airings: 1,218
Networks: 47
Most Spend On: ABC, NBC
Creative Versions: 11
Est. Lifetime TV Spend: $9.49M
Studio: Twentieth Century Fox
Started Airing: 12/13/15

$4.97M – Warcraft

Online Activity: 10.48% within the movie category*
National Airings: 1,420
Networks: 42
Most Spend On: ABC, NBC
Creative Versions: 22
Est. Lifetime TV Spend: $17.96M
Studio: Universal Pictures
Started Airing: 01/24/16

$4.25M – Free State of Jones

Free State of Jones
Online Activity: 1.28% within the movie category*
National Airings: 707
Networks: 26
Most Spend On: NBC, History Channel
Creative Versions: 3
Est. Lifetime TV Spend: $7.54M
Studio: STX Entertainment
Started Airing: 05/18/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 05/30/2016 and 06/05/2016.

* 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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