×
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

  • Bo Burnham34th Film Independent Spirit Awards,

    Bo Burnham Wants 'Eighth Grade' Star Elsie Fisher to Direct Him

    Bo Burnham won his third award in three weeks for “Eighth Grade” at the Spirit Awards and said he wants the film’s 15-year-old Elsie Fisher to direct him. “I’d love to work with Elsie again,” Burnham said backstage after winning the Best First Screenplay trophy.  “She wants to direct so I’d love to switch roles [...]

  • Nicole Holofcener: 'Can You Ever Forgive

    Nicole Holofcener: 'Can You Ever Forgive Me?' Director Was Cheated Out of an Oscar Nomination

    “Can You Ever Forgive Me?” screenwriter Nicole Holofcener offered a blunt assessment of the lack of Academy Awards recognition for director Marielle Heller, and women directors everywhere. “I feel Marielle was cheated and I feel badly about that,” Holofcener said backstage after winning a Spirit Award for screenplay with Jeff Whitty. Holofcener was originally attached [...]

  • Stephan James as Fonny and Brian

    2019 Indie Spirit Awards Winners: Complete List

    The 2019 Independent Spirit Awards took place on a beach in Santa Monica, Calif., with Barry Jenkins’ “If Beale Street Could Talk” taking the top prize for best feature along with best director for Jenkins. Ethan Hawke and Glenn Close took the prizes for best male lead and best female lead, respectively. Bo Burnham took [...]

  • Oscars Oscar Academy Awards Placeholder

    Hated It! How We Learned to Stop Worrying and Gripe About the Oscars

    Watching the Academy Awards telecast, then grousing about it the next day, has become a hipster parlor game — it’s what the Complete Oscar Experience now is. The complaints are legion, and we all know what they are, because we’ve all made them. The show was too long. The host bombed. His or her opening [...]

  • Boots Riley arrives at the 34th

    Boots Riley: Spike Lee Yelled at Me After 'BlacKkKlansman' Criticism, But We're Good Now

    “Sorry to Bother You” director and musician Boots Riley, who wrote a scathing criticism of Spike Lee’s “BlacKkKlansman” for its positive representation of law enforcement, said that he and the “Do the Right Thing” auteur are good now. But it took some time (and drama) to get there. Last year, Riley called Lee’s Oscar-nominated “BlacKkKlansman” [...]

More From Our Brands

Access exclusive content