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‘Life’ 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, Columbia Pictures claims the top spot in spending with “Life.”

Ads placed for the science fiction film had an estimated media value of $5.74 million through Sunday for 749 national ad airings across 36 networks. (Spend figures are based on estimates generated from Feb. 27-Mar. 5. Estimates may be updated after the chart is posted as new information becomes available.) Judging by its placements, Columbia Pictures is targeting a sports-loving demographic (with spending on ESPN and during NBA Basketball) as well as fans of The Walking Dead and Family Guy.

Just behind “Life” in second place: Warner Bros.’ “Kong: Skull Island,” which saw 917 national ad airing across 46 networks, with an estimated media value of $5.1 million.

TV ad placements for Lionsgate’s “Power Rangers” (EMV: $4.98 million), Twentieth Century Fox’s “Logan” ($4.35 million) and Lionsgate’s “The Shack” ($3.91 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$5.74M – Life

Online Activity: 0.63% within the movie category*
National Airings: 749
Networks: 36
Most Spend On: ESPN, NBC
Creative Versions: 8
Est. Lifetime TV Spend: $8.9M
Studio: Columbia Pictures
Started Airing: 10/30/2016

$5.1M – Kong: Skull Island

Kong: Skull Island
Online Activity: 18.00% within the movie category*
National Airings: 917
Networks: 46
Most Spend On: CBS, FOX
Creative Versions: 23
Est. Lifetime TV Spend: $21.36M
Studio: Warner Bros.
Started Airing: 01/22/2017

$4.98M – Power Rangers

Power Rangers
Online Activity: 9.79% within the movie category*
National Airings: 573
Networks: 29
Most Spend On: Univision, FOX
Creative Versions: 6
Est. Lifetime TV Spend: $8.45M
Studio: Lionsgate
Started Airing: 02/17/2017

$4.35M – Logan

Online Activity: 21.44% within the movie category*
National Airings: 1,668
Networks: 50
Most Spend On: NBC, ABC
Creative Versions: 17
Est. Lifetime TV Spend: $26.01M
Studio: Twentieth Century Fox
Started Airing: 10/25/2016

$3.91M – The Shack

The Shack
Online Activity: 6.45% within the movie category*
National Airings: 915
Networks: 30
Most Spend On: NBC, ABC
Creative Versions: 15
Est. Lifetime TV Spend: $10.47M
Studio: Lionsgate
Started Airing: 02/06/2017

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/27/2017 and 03/05/2017.

* 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.


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