×
You will be redirected back to your article in seconds

‘Fate of the Furious’ Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending for the second week in a row with “The Fate of the Furious.”

Ads placed for the eighth installment of the “Fast and Furious” franchise had an estimated media value of $7.13 million through Sunday for 1,412 national ad airings across 42 networks. (Spend figures are based on estimates generated from April 3-9. Estimates may be updated after the chart is posted as new information becomes available.) In keeping with targeting a sports-loving audience (as noted last week), Universal Pictures spent heavily to promote “Fate” during NBA basketball games — but also shelled out for airings during episodes of Fox’s “Empire,” ABC’s “Modern Family” and Comedy Central’s “The Daily Show With Trevor Noah” to reach a broader audience.

Just behind “The Fate of the Furious” in second place: Columbia Pictures’ “Smurfs: The Lost Village,” which saw 1,923 national ad airings across 38 networks, with an estimated media value of $5.79 million.

TV ad placements for Warner Bros.’ “Going in Style” (EMV: $3.9 million), EuropaCorp/STX’s “The Circle” ($3.2 million) and Open Road Films’ “The Promise” ($3.08 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Movie titles with a minimum spend of $100,000 for airings detected between 04/03/2017 and 04/09/2017.

Powered by iSpot.tv

$7.13M – The Fate of the Furious


The Fate of the Furious
Online Activity: 9.32% within the movie category*
National Airings: 1,412
Networks: 42
Most Spend On: Fox, ESPN
Creative Versions: 26
Est. Lifetime TV Spend: $36.19M
Studio: Universal Pictures
Started Airing: 12/11/16

$5.79M – Smurfs: The Lost Village


Smurfs: The Lost Village
Online Activity: 2.67% within the movie category*
National Airings: 1,923
Networks: 38
Most Spend On: Nickelodeon, Cartoon Network
Creative Versions: 22
Est. Lifetime TV Spend: $23.69M
Studio: Columbia Pictures
Started Airing: 11/21/16

$3.9M – Going in Style


Going in Style
Online Activity: 1.08% within the movie category*
National Airings: 1,010
Networks: 41
Most Spend On: CBS, ESPN
Creative Versions: 18
Est. Lifetime TV Spend: $18.64M
Studio: Warner Bros.
Started Airing: 02/23/17

$3.2M – The Circle


The Circle
Online Activity: 1.07% within the movie category*
National Airings: 586
Networks: 26
Most Spend On: NBC, TNT
Creative Versions: 3
Est. Lifetime TV Spend: $6.13M
Studio: EuropaCorp/STX
Started Airing: 12/06/16

$3.08M – The Promise


The Promise
Online Activity: 1.43% within the movie category*
National Airings: 1,327
Networks: 29
Most Spend On: TNT, HGTV
Creative Versions: 9
Est. Lifetime TV Spend: $4.84M
Studio: Open Road Films
Started Airing: 03/27/17

* 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, a 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

  • Kevin Tsujihara

    Kevin Tsujihara's Ouster Kicks Off a Week of Major Disruption in the Media Business

    The sudden ouster of Warner Bros. Entertainment chief Kevin Tsujihara kicked off what is likely to go down as one of the most extraordinary weeks in Hollywood history, spelling enormous turmoil and transition across the media landscape. In addition to the news about Tsujihara, which comes amid a wider shake-up of leadership at AT&T’s WarnerMedia, [...]

  • Buddha in Africa

    More than Half of Films at Hot Docs Film Festival Are Directed By Women

    More than half of the films playing at Hot Docs, North America’s largest documentary festival, are directed by women, the Canadian event said Tuesday. The festival’s 26th edition, which runs April 25-May 5, will screen 234 films, with 54% of the directors being women. In the competitive International Spectrum program, notable films receiving their world [...]

  • Korean Distributors Fight for Box Office

    Korean Distributors Fight for Box Office Market Share

    Korean distributors are having to fight ever harder for their share of Korea’s theatrical market share. Threats on the horizon include a slide in the performance of local movies, consolidation, the arrival of new players and the challenge from streaming services. South Korea’s theatrical box office is now bigger than that of France or Germany despite [...]

  • Korean Distributors Learn to Downsize in

    Korean Distributors Learn to Downsize in Saturated Market

    In 2018, the Korean film business stumbled, as local films made with blockbuster budgets and targeting the usual high seasons of Chuseok and Christmas last year failed to deliver blockbuster earnings.  So Korean distributors have embraced some tactics to enhance their bottom lines.  Genre films “Monstrum,” “Fengshui,” “The Negotiation,” “Take Point,” “Swing Kids” and “Drug King” [...]

  • 'Boonie Bears' Creator Fantawild Producing 'Realm

    FilMart: 'Boonie Bears' Creator Fantawild Skews Older With 'Realm of Terracotta'

    Fantawild, the Chinese entertainment group behind the widely popular “Boonie Bears” animated franchise, is for the first time planning to target slightly older viewers with a new IP, “Realm of Terracotta.” Intended for teenagers, the adventure story is expected to hit theaters this summer. Fantawild has produced six “Boonie Bears” films in just seven years, [...]

  • Hong Kong Industry Executives Seek Clarity

    FilMart: Hong Kong Industry Executives Plead for Clarity on Mainland Chinese Tax Policies

    At a time of heightened scrutiny of tax affairs in China’s entertainment sector, even industry veterans in Hong Kong are struggling to figure out how to operate in the new financial environment and pleading for more clarity from the Chinese government. Hong Kong produces about 60 films a year, three-quarters of which are typically co-productions [...]

  • IQIYI Plans Summer Release for Animated

    IQIYI Plans Summer Release for Animated 'Spycies'

    IQIYI Motion Pictures, the film production and investment arm of Chinese streaming leader iQIYI, will release animated feature “Spycies” in China this summer, and overseas shortly afterwards. “Spycies” is a Sino-French co-production – a rarity as far as animated films are concerned – and the first animated film that iQIYI has co-produced with foreign filmmakers. [...]

More From Our Brands

Access exclusive content