×
You will be redirected back to your article in seconds

‘Alien: Covenant’ 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, Twentieth Century Fox claims the top spot in spending with “Alien: Covenant.”

Ads placed for the horror film had an estimated media value of $5.29 million through Sunday for 1,706 national ad airings across 43 networks. (Spend figures are based on estimates generated from May 8-14. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox seems to be betting that sports fans will be interested in this latest installment of the “Alien” franchise, prioritizing budget for ad airings during NBA Basketball games.

Just behind “Alien: Covenant” in second place: Warner Bros.’ “Wonder Woman,” which saw 605 national ad airings across 48 networks, with an estimated media value of $4.48 million.

TV ad placements for DreamWorks Animation’s “Captain Underpants: The First Epic Movie” (EMV: $4.21 million), Walt Disney Pictures’ “Pirates of the Caribbean: Dead Men Tell No Tales” ($4.01 million) and Paramount Pictures’ “Baywatch” ($3.86 million), round out the chart.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$5.29M – Alien: Covenant


Alien: Covenant
Online Activity: 4.38% within the movie category*
National Airings: 1,706
Networks: 43
Most Spend On: TNT, Comedy Central
Creative Versions: 31
Est. Lifetime TV Spend: $22.35M
Studio: Twentieth Century Fox
Started Airing: 02/22/17

$4.48M – Wonder Woman


Wonder Woman
Online Activity: 15.42% within the movie category*
National Airings: 605
Networks: 48
Most Spend On: NBC, TNT
Creative Versions: 10
Est. Lifetime TV Spend: $12.02M
Studio: Warner Bros.
Started Airing: 03/11/17

$4.21M – Captain Underpants: The First Epic Movie


Captain Underpants: The First Epic Movie
Online Activity: 3.61% within the movie category*
National Airings: 705
Networks: 29
Most Spend On: Nick, Cartoon Network
Creative Versions: 6
Est. Lifetime TV Spend: $6.22M
Studio: DreamWorks Animation
Started Airing: 05/01/17

$3.86M – Baywatch


Baywatch
Online Activity: 5.84% within the movie category*
National Airings: 710
Networks: 33
Most Spend On: NBC, MTV
Creative Versions: 16
Est. Lifetime TV Spend: $18.41M
Studio: Paramount Pictures
Started Airing: 02/13/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 05/08/2017 and 05/14/2017.

* 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, 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.

More Film

  • Berlin Awarded 'Tess' Sells to Multiple

    Berlin Awarded 'Tess' Sells to Multiple Territories (EXCLUSIVE)

    Berlin-based sales agent Picture Tree Intl. has sold Steven Wouterlood’s coming-of-age film “My Extraordinary Summer with Tess,” which received a Special Mention from the jury of Berlin Film Festival’s Generation KPlus section, to distributors in several territories. Among the buyers are Les Films Du Preau in France, Proview Entertainment in Taiwan, Angel Films in Denmark, [...]

  • China Box Office: ‘Wandering Earth’ Reaches

    China Box Office: ‘Wandering Earth’ Reaches $557 Million in Second Week

    The winning films from Chinese New Year remained on top of the Chinese box office in their second normal weekend of release. Locally-made sci-fi film “The Wandering Earth” advanced its score to $557 million. “Wandering Earth” earned $88.8 million between Friday and Monday, according to data from Asian film industry consultancy Artisan Gateway. That was [...]

  • Nuno Beato’s ‘My Grandfather’ Part of

    ‘My Grandfather Used to Say He Saw Demons’ Marks Sardinha em Lata’s Animation Build

    Portuguese animator-producer-director Nuno Beato, whose credits include “Emma & Gui,” “Híssis” and the multi-prized “My Life In Your Hands,” will pitch a new project, currently in development, “My Grandfather Used to Say He Saw Demons” at Bordeaux’s upcoming Cartoon Movie, the leading European animated feature forum. Cartoon Movie runs March 5-7. Combining 2D and stop-motion, [...]

  • DF-10193 – L-R: Ben Hardy (Roger Taylor),

    'Bohemian Rhapsody' Leads MPSE Golden Reel Awards for Sound Editing

    “Bohemian Rhapsody” followed up love from Cinema Audio Society sound mixers with a pair of honors at the Motion Picture Sound Editors’ 66th annual Golden Reel Awards Sunday night. The musical biopic scored wins for dialogue and ADR as well as sound editing in a musical. The film is nominated for sound editing at the Oscars [...]

  • Melissa McCarthy as "Lee Israel" in

    Writers Guild Makes It Official: This Is the Most Wide-Open Oscars Race Ever

    For the record, we’re in uncharted territory this Oscar season. While we still have the costume designers’ ceremony to get through on Tuesday, the Writers Guild Awards put a bow on the major guild kudos circuit Sunday night. The results have yielded what is, unequivocally, the most wide-open Oscar field in history. The major guild [...]

  • Melissa McCarthy as "Lee Israel" and

    WGA Awards 2019: 'Can You Ever Forgive Me?,' 'Eighth Grade' Win Screenplay Awards

    In a pair of upsets, “Can You Ever Forgive Me?” has won the Writers Guild of America’s adapted screenplay award for Nicole Holofcener and Jeff Whitty and Bo Burnham has won the original screenplay award for “Eighth Grade.” The major television trophies went to “The Americans,” “The Marvelous Mrs. Maisel,” “Homeland” and “Barry” for the [...]

  • Alita Battle Angel

    Box Office: 'Alita: Battle Angel' No Match for China's 'Wandering Earth' Overseas

    Hollywood movies like “Alita: Battle Angel” and “How to Train Your Dragon: The Hidden World” are doing respectable business overseas, but they’re proving no match for foreign titles at the international box office. The Chinese New Year is bringing in huge business in the Middle Kingdom. China’s sci-fi epic “The Wandering Earth” pulled in a [...]

More From Our Brands

Access exclusive content