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‘Why Him?’ Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Twentieth Century Fox claims the top spot in TV ad spending with “Why Him?”

Ads placed for the romantic comedy film had an estimated media value of $6.52 million through Sunday for 1,097 national ad airings across 32 networks. Behind it in second place: Columbia Pictures’ “Passengers,” which saw 761 national ad airings across 39 networks, with an estimated media value of $6.44 million.

TV ad placements for Lucasfilm’s “Rogue One: A Star Wars Story” (EMV: $5.87 million), Paramount Pictures’ “Office Christmas Party” ($5.29 million) and Twentieth Century Fox’s “Assassin’s Creed” ($5.22 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$6.52M – Why Him?

Why Him?
Online Activity: 1.61% within the movie category*
National Airings: 1,097
Networks: 32
Most Spend On: FOX, Comedy Central
Creative Versions: 15
Est. Lifetime TV Spend: $12.08M
Studio: Twentieth Century Fox
Started Airing: 11/02/16

$6.44M – Passengers

Online Activity: 2.80% within the movie category*
National Airings: 761
Networks: 39
Most Spend On: ESPN, NBC
Creative Versions: 6
Est. Lifetime TV Spend: $12.93M
Studio: Columbia Pictures
Started Airing: 09/20/16

$5.87M – Rogue One: A Star Wars Story

Rogue One: A Star Wars Story
Online Activity: 10.01%% within the movie category*
National Airings: 698
Networks: 37
Most Spend On: ESPN, ABC
Creative Versions: 23
Est. Lifetime TV Spend: $16.35M
Studio: Lucasfilm
Started Airing: 08/11/16

$5.29M – Office Christmas Party

Office Christmas Party
Online Activity: 1.76% within the movie category*
National Airings: 805
Networks: 26
Most Spend On: NBC, FOX
Creative Versions: 19
Est. Lifetime TV Spend: $14.85M
Studio: Paramount Pictures
Started Airing: 11/06/16

$5.22M – Assassin’s Creed

Assassin's Creed
Online Activity: 4.97% within the movie category*
National Airings: 1,022
Networks: 39
Most Spend On: NBC, ESPN
Creative Versions: 8
Est. Lifetime TV Spend: $11.49M
Studio: Twentieth Century Fox
Started Airing: 11/01/16

1 Movie titles with a minimum spend of $100,000 for airings detected between 11/28/2016 and 12/04/2016.

* 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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