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‘The Foreigner’ 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, STX Entertainment claims the top spot in spending with “The Foreigner.”

Ads placed for the thriller had an estimated media value of $4.86 million through Sunday for 1,010 national ad airings across 25 networks. (Spend figures are based on estimates generated from Oct. 2-8. Estimates may be updated after the chart is posted as new information becomes available.) STX prioritized spend across CBS, Fox and ESPN, and targeted a football-loving audience with airings during both NFL and college games.

Just behind “The Foreigner” in second place: Warner Bros.’ “Blade Runner 2049,” which saw 666 national ad airings across 37 networks, with an estimated media value of $4.35 million.

TV ad placements for Universal Pictures’ “Happy Death Day” (EMV: $3.95 million) and “The Snowman” ($3.51 million), along with Twentieth Century Fox’s “The Mountain Between Us” ($3.38 million), round out the chart.

The Snowman” has the best iSpot Attention Index (126) in the ranking, getting 26% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$4.86M – The Foreigner


The Foreigner
Impressions: 256,562,177
Attention Score: 91.76
Attention Index: 103
National Airings: 1,010
Networks: 25
Most Spend On: CBS, FOX
Creative Versions: 8
Est. Lifetime TV Spend: $12.03M
Studio: STX Entertainment
Started Airing: 07/20/17

$4.35M – Blade Runner 2049


Blade Runner 2049
Impressions: 235,323,732
Attention Score: 89.11
Attention Index: 78
National Airings: 666
Networks: 37
Most Spend On: CBS, FOX
Creative Versions: 62
Est. Lifetime TV Spend: $21.42M
Studio: Warner Bros.
Started Airing: 08/27/17

$3.95M – Happy Death Day


Happy Death Day
Impressions: 175,563,124
Attention Score: 92.00
Attention Index: 106
National Airings: 742
Networks: 25
Most Spend On: Comedy Central, E!
Creative Versions: 11
Est. Lifetime TV Spend: $9.35M
Studio: Universal Pictures
Started Airing: 08/14/17

$3.51M – The Snowman


The Snowman
Impressions: 146,181,312
Attention Score: 93.70
Attention Index: 126
National Airings: 453
Networks: 25
Most Spend On: CBS, NBC
Creative Versions: 9
Est. Lifetime TV Spend: $8.18M
Studio: Universal Pictures
Started Airing: 09/24/17

$3.38M – The Mountain Between Us


The Mountain Between Us
Impressions: 279,227,085
Attention Score: 92.93
Attention Index: 117
National Airings: 958
Networks: 31
Most Spend On: NBC, ABC
Creative Versions: 20
Est. Lifetime TV Spend: $15.05M
Studio: Twentieth Century Fox
Started Airing: 09/09/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/02/2017 and 10/08/2017.

* 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 more than seven million smart TVs, 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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