In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Columbia Pictures claims the top spot in spending with “The Emoji Movie.”
Ads placed for the animated film had an estimated media value of $5.8 million through Sunday for 1,497 national ad airings across 37 networks. (Spend figures are based on estimates generated from July 17-23. Estimates may be updated after the chart is posted as new information becomes available.) As you’d expect, Columbia appears to be targeting a youthful and family-friendly audience, prioritizing budget across networks such as Nick, Cartoon Network and CBS, as well as shows including SpongeBob SquarePants, The Loud House and Teen Titans Go!
Just behind “The Emoji Movie” in second place: Focus Features’ “Atomic Blonde,” which saw 1,128 national ad airings across 43 networks, with an estimated media value of $4.63 million.
TV ad placements for Annapurna Pictures’ “Detroit” (EMV: $4.54 million), STX Entertainment’s “Valerian and the City of a Thousand Planets” ($4.1 million) and Open Road Films’ “The Nut Job 2: Nutty by Nature” ($4.02 million) round out the chart.
1 Movie titles with a minimum spend of $100,000 for airings detected between 07/17/2017 and 07/23/2017.
* 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.
Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million 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.