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‘Whiskey Tango Foxtrot’ Tops in TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Paramount claims the top spot in TV ad spending with “Whiskey Tango Foxtrot.”

Ads placed for the Tina Fey vehicle had an estimated media value of $5.0 million through Sunday, for 623 national ad airings across 30 networks, bringing its lifetime total to $13.79 million. Just behind it in second place: Disney’s “Zootopia,” which saw 884 national ad airings across 31 networks, with an estimated media value of $4.45 million.

TV ad placements for Lionsgate’s “Gods of Egypt” (EMV: $4.26 million), Focus Features’ “London Has Fallen” ($4.07 million) and Paramount’s “10 Cloverfield Lane” ($4.03 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$5M – Whiskey Tango Foxtrot

Whiskey Tango Foxtrot
Online Activity: 0.45% within the movie category*
National Airings: 623
Networks: 30
Most Aired On: Comedy Central, VH1
Creative Versions: 21
Est. Lifetime TV Spend: $13.79M
Studio: Paramount Pictures
Started Airing: 01/30/16

$4.45M – Zootopia

Online Activity: 5.59% within the movie category*
National Airings: 884
Networks: 31
Most Aired On: Disney XD, Disney Channel
Creative Versions: 30
Est. Lifetime TV Spend: $20.2M
Studio: Walt Disney Animation
Started Airing: 12/25/15

$4.26M – Gods of Egypt

Gods of Egypt
Online Activity: 4.27% within the movie category*
National Airings: 891
Networks: 29
Most Aired On: Pop, MTV
Creative Versions: 11
Est. Lifetime TV Spend: $15.92M
Studio: Lionsgate
Started Airing: 01/24/16

$4.07M – London Has Fallen

London Has Fallen
Online Activity: 0.49% within the movie category*
National Airings: 1,162
Networks: 38
Most Aired On: SYFY, MTV
Creative Versions: 18
Est. Lifetime TV Spend: $17.3M
Studio: Focus Features
Started Airing: 01/16/16

$4.03M – 10 Cloverfield Lane

10 Cloverfield Lane
Online Activity: 1.05% within the movie category*
National Airings: 822
Networks: 37
Most Aired On: MTV, MTV2
Creative Versions: 5
Est. Lifetime TV Spend: $6.19M
Studio: Paramount Pictures
Started Airing: 02/10/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/22/2016 and 02/28/2016.

* 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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