‘American Made’ 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 “American Made.”

Ads placed for the biographical drama had an estimated media value of $5.29 million through Sunday for 815 national ad airings across 43 networks. (Spend figures are based on estimates generated from Sept. 25 through Oct. 1. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spending across networks including CBS, NBC and ESPN.

Just behind “American Made” in second place: Warner Bros.’ “Blade Runner 2049,” which saw 527 national ad airings across 38 networks, with an estimated media value of $5.15 million.

TV ad placements for Warner Bros.’ “Geostorm” (EMV: $4.92 million), Universal Pictures’ “The Snowman” ($4.7 million) — which has the best iSpot Attention Index (132) in the ranking, getting 32% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV) — and Fox Searchlight Pictures’ “Battle of the Sexes” ($4.34 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$5.29M – American Made

American Made
Impressions: 222,098,615
Attention Score: 94.27
Attention Index: 121
National Airings: 815
Networks: 43
Most Spend On: CBS, NBC
Creative Versions: 29
Est. Lifetime TV Spend: $20.63M
Studio: Universal Pictures
Started Airing: 08/06/17

$5.15M – Blade Runner 2049

Blade Runner 2049
Impressions: 218,864,096
Attention Score: 91.43
Attention Index: 85
National Airings: 527
Networks: 38
Most Spend On: CBS, NBC
Creative Versions: 44
Est. Lifetime TV Spend: $16.29M
Studio: Warner Bros.
Started Airing: 08/27/17

$4.92M – Geostorm

Impressions: 184,052,696
Attention Score: 92.05
Attention Index: 92
National Airings: 359
Networks: 41
Most Spend On: CBS, FOX
Creative Versions: 12
Est. Lifetime TV Spend: $8.74M
Studio: Warner Bros.
Started Airing: 09/17/17

$4.7M – The Snowman

The Snowman
Impressions: 161,866,153
Attention Score: 95.05
Attention Index: 132
National Airings: 379
Networks: 26
Most Spend On: CBS, NBC
Creative Versions: 6
Est. Lifetime TV Spend: $4.91M
Studio: Universal Pictures
Started Airing: 09/24/17

$4.34M – Battle of the Sexes

Battle of the Sexes
Impressions: 286,894,463
Attention Score: 91.19
Attention Index: 83
National Airings: 940
Networks: 25
Most Spend On: NBC, CBS
Creative Versions: 23
Est. Lifetime TV Spend: $9.13M
Studio: Fox Searchlight Pictures
Started Airing: 07/18/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/25/2017 and 10/01/2017.

* TV Impressions – Total TV ad impressions delivered for the brand or spot.

* Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

* Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from millions of smart TV screens, 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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