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‘Zootopia’ Tops in 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 “Zootopia.”

Ads placed for the computer-animated 3D movie had an estimated media value of $4.78 million through Sunday, for 591 national ad airings across 30 networks, bringing its lifetime total to $10.61 million. Just behind it in second place: Warner Bros.’ “How to Be Single,” which saw 1,094 national ad airings across 36 networks, with an estimated media value of $4.43 million.

TV ad placements for Paramount’s “Zoolander 2” (EMV: $4.3 million), Focus Features’ “Race” ($4.08 million) and Marvel’s “Deadpool” ($3.71 million) round out the chart.


Top Movie Commercials by Weekly TV Spend

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$4.78M – Zootopia

Online Activity: 1.96% within the movie category*
National Airings: 591
Networks: 30
Most Aired On: Disney XD, Disney Channel
Creative Versions: 16
Est. Lifetime TV Spend: $10.61M
Studio: Walt Disney Pictures
Started Airing: 12/25/15

$4.43M – How to Be Single

How to Be Single
Online Activity: 1.17% within the movie category*
National Airings: 1,094
Networks: 36
Most Aired On: MTV, Comedy Central
Creative Versions: 34
Est. Lifetime TV Spend: $21.13M
Studio: Warner Bros.
Started Airing: 01/05/16

$4.3M – Zoolander 2

Zoolander 2
Online Activity: 2.22% within the movie category*
National Airings: 1,546
Networks: 37
Most Aired On: Comedy Central, MTV
Creative Versions: 29
Est. Lifetime TV Spend: $22.65M
Studio: Paramount Pictures
Started Airing: 01/10/16

$4.08M – Race

Online Activity: 0.53% within the movie category*
National Airings: 1,418
Networks: 39
Most Aired On: SYFY, BET
Creative Versions: 19
Est. Lifetime TV Spend: $13.72M
Studio: Focus Features
Started Airing: 01/10/16

$3.71M – Deadpool

Online Activity: 13.87% within the movie category*
National Airings: 1,264
Networks: 43
Most Aired On: BET, Spike
Creative Versions: 36
Est. Lifetime TV Spend: $22.45M
Studio: Marvel
Started Airing: 12/25/15

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/08/2016 and 02/14/2016.

* 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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