‘Sing’ Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending with “Sing.”

Ads placed for the animated film had an estimated media value of $7.15 million through Sunday for 1,620 national ad airings across 72 networks. (Spend figures are based on estimates generated from Dec. 5 through 11. Estimates may be updated after the chart is posted as new information becomes available.)

Behind it in second place: Columbia Pictures’ “Passengers,” which saw 816 national ad airings across 39 networks, with an estimated media value of $6.66 million.

TV ad placements for Lucasfilm’s “Rogue One: A Star Wars Story” (EMV: $5.88 million), Twentieth Century Fox’s “Why Him?” ($5.75 million) and Twentieth Century Fox’s “Assassin’s Creed” ($5.1 million) round out the chart.

The week’s big winner among networks: NBC, which was the first network of choice for four out of five of the movies in our ranking.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$7.15M – Sing

Online Activity: 4.80% within the movie category*
National Airings: 1,620
Networks: 72
Most Spend On: NBC, Nick
Creative Versions: 29
Est. Lifetime TV Spend: $29.57M
Studio: Universal Pictures
Started Airing: 02/15/16

$6.66M – Passengers

Online Activity: 2.76% within the movie category*
National Airings: 816
Networks: 39
Most Spend On: CBS, ESPN
Creative Versions: 13
Est. Lifetime TV Spend: $19.86M
Studio: Columbia Pictures
Started Airing: 09/20/16

$5.88M – Rogue One: A Star Wars Story

Rogue One: A Star Wars Story
Online Activity: 4.48% within the movie category*
National Airings: 879
Networks: 41
Most Spend On: NBC, FOX
Creative Versions: 36
Est. Lifetime TV Spend: $22.35M
Studio: Lucasfilm
Started Airing: 08/11/16

$5.75M – Why Him?

Why Him?
Online Activity: 0.48% within the movie category*
National Airings: 1,319
Networks: 36
Most Spend On: NBC, E!
Creative Versions: 12
Est. Lifetime TV Spend: $17.84M
Studio: Twentieth Century Fox
Started Airing: 11/02/16

$5.1M – Assassin’s Creed

Assassin's Creed
Online Activity: 1.51% within the movie category*
National Airings: 1,106
Networks: 41
Most Spend On: NBC, FOX
Creative Versions: 15
Est. Lifetime TV Spend: $16.48M
Studio: Twentieth Century Fox
Started Airing: 11/01/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/05/2016 and 12/11/2016.

* 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, an analytics company that tracks TV ads in real time and measures attention for TV ads from more than 10 million smart TVs, to bring you this weekly look at how studios are marketing their movies on TV. Learn more about the iSpot.tv platform and methodology.

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