‘Transformers: The Last Knight’ Once Again 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, Paramount Pictures claims the top spot in spending for the third week in a row with “Transformers: The Last Knight.”

Ads placed for the sci-fi/action film had an estimated media value of $6.38 million through Sunday for 2,128 national ad airings across 42 networks. (Spend figures are based on estimates generated from June 19-25. Estimates may be updated after the chart is posted as new information becomes available.) Paramount appears to be targeting a male-skewing, pop-culturally-savvy crowd, spending heavily across Comedy Central, Nick and Adult Swim.

Just behind “Transformers” in second place: Universal Studios’ “Despicable Me 3,” which saw 1,627 national ad airings across 45 networks, with an estimated media value of $5.96 million.

TV ad placements for Twentieth Century Fox’s “War for the Planet of the Apes” (EMV: $5.27 million), Columbia Pictures’ “Spider-Man: Homecoming” ($5.09 million) and TriStar Pictures’ “Baby Driver” ($4.4 million) round out the chart.

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Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$6.38M – Transformers: The Last Knight

Impressions: 363,170,186

Attention Score: 89.92

National Airings: 2,128

Networks: 42

Most Spend On: Comedy Central, Nick

Creative Versions: 45

Est. Lifetime TV Spend: $35.28M

Studio: Paramount Pictures

Started Airing: 12/05/16

$5.96M – Despicable Me 3

Impressions: 325,818,386

Attention Score: 90.69

National Airings: 1,627

Networks: 45

Most Spend On: NBC, Nick

Creative Versions: 37

Est. Lifetime TV Spend: $27.63M

Studio: Universal Pictures

Started Airing: 12/25/16

$5.27M – War for the Planet of the Apes

Impressions: 260,339,506

Attention Score: 98.85

National Airings: 1,192

Networks: 40

Most Spend On: Comedy Central, Adult Swim

Creative Versions: 10

Est. Lifetime TV Spend: $13.69M

Studio: Twentieth Century Fox

Started Airing: 12/11/16

$5.09M – Spider-Man: Homecoming

Impressions: 211,689,888

Attention Score: 95.07

National Airings: 1,065

Networks: 33

Most Spend On: ABC, NBC

Creative Versions: 19

Est. Lifetime TV Spend: $16.53M

Studio: Columbia Pictures

Started Airing: 12/08/16

$4.4M – Baby Driver

Impressions: 184,528,521

Attention Score: 91.87

National Airings: 752

Networks: 32

Most Spend On: Adult Swim, Comedy Central

Creative Versions: 27

Est. Lifetime TV Spend: $14.90M

Studio: TriStar Pictures

Started Airing: 05/01/17

¹ Movie titles with a minimum spend of $100,000 for airings detected between 06/19/2017 and 06/25/2017.

* 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.