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‘Pete’s Dragon’ Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Walt Disney Pictures claims the top spot in TV ad spending with “Pete’s Dragon.”

Ads placed for the family adventure film had an estimated media value of $6.77 million through Sunday, for 957 national ad airings across 26 networks. Behind it in second place: Focus Features’ “Kubo and the Two Strings,” which saw 1,080 national ad airings across 41 networks, with an estimated media value of $5.63 million.

TV ad placements for Warner Bros.’ “War Dogs” (EMV: $5.47 million), Paramount Pictures’ “Ben-Hur” ($3.96 million) and Warner Bros.’ “Suicide Squad” ($3.65 million) round out the chart.

[variety_ispot_tv]

Top Movie Commercials by Weekly TV Spend

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$6.77M – Pete’s Dragon

Pete's Dragon
Online Activity: 0.17% within the movie category*
National Airings: 957
Networks: 26
Most Spend On: NBC, ABC
Creative Versions: 23
Est. Lifetime TV Spend: $17.02M
Studio: Walt Disney Pictures
Started Airing: 06/14/16

$5.63M – Kubo and the Two Strings

Kubo and the Two Strings
Online Activity: 0.18% within the movie category*
National Airings: 1,080
Networks: 41
Most Spend On: NBC, Nick
Creative Versions: 22
Est. Lifetime TV Spend: $14.88M
Studio: Focus Features
Started Airing: 03/12/16

$5.47M – War Dogs

War Dogs
Online Activity: 0.06% within the movie category*
National Airings: 1,107
Networks: 45
Most Spend On: CBS, NBC
Creative Versions: 18
Est. Lifetime TV Spend: $17.85M
Studio: Warner Bros.
Started Airing: 04/10/16

$3.96M – Ben-Hur

Ben-Hur
Online Activity: 0.09% within the movie category*
National Airings: 776
Networks: 31
Most Spend On: TNT, ESPN
Creative Versions: 12
Est. Lifetime TV Spend: $9.98M
Studio: Paramount Pictures
Started Airing: 03/20/16

$3.65M – Suicide Squad

Suicide Squad
Online Activity: 40.52% within the movie category*
National Airings: 785
Networks: 42
Most Spend On: ABC, CBS
Creative Versions: 22
Est. Lifetime TV Spend: $23.08M
Studio: Warner Bros.
Started Airing: 06/08/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 08/01/2016 and 08/07/2016.

* 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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