‘Logan’ 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 “Logan.”

Ads placed for the superhero film had an estimated media value of $6.77 million through Sunday for 1,514 national ad airings across 49 networks. (Spend figures are based on estimates generated from Feb. 13-19. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox spent the most on CBS and NBC networks, prioritizing budget toward sports events including college basketball broadcasts, the 2017 NBA All Star Game and 2017 NBA All-Star Saturday; sports fans are clearly a target demographic for this latest installment of the “X-Men” film series.

Just behind “Logan” in second place: Universal Pictures’ “The Great Wall,” which saw 1,313 national ad airing across 41 networks, with an estimated media value of $4.96 million.

TV ad placements for Warner Bros.’ “Kong: Skull Island” (EMV: $4.68 million), “Fist Fight” ($4.5 million) and Lionsgate’s “Rock Dog” ($4.1 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.77M – Logan

Online Activity: 30.17% within the movie category*
National Airings: 1,514
Networks: 49
Most Spend On: CBS, NBC
Creative Versions: 13
Est. Lifetime TV Spend: $30.48M
Studio: Twentieth Century Fox
Started Airing: 10/25/2016

$4.96M – The Great Wall

The Great Wall
Online Activity: 1.80% within the movie category*
National Airings: 1,313
Networks: 41
Most Spend On: NBC, USA Network
Creative Versions: 12
Est. Lifetime TV Spend: $37.61M
Studio: Universal Pictures
Started Airing: 10/15/2016

$4.68M – Kong: Skull Island

Kong: Skull Island
Online Activity: 1.31% within the movie category*
National Airings: 520
Networks: 45
Most Spend On: FOX, TNT
Creative Versions: 8
Est. Lifetime TV Spend: $24.61M
Studio: Warner Bros.
Started Airing: 01/22/2017

$4.5M – Fist Fight

Fist Fight
Online Activity: 1.28% within the movie category*
National Airings: 1,168
Networks: 41
Most Spend On: Comedy Central, FOX
Creative Versions: 20
Est. Lifetime TV Spend: $42.63M
Studio: Warner Bros.
Started Airing: 12/05/2016

$4.1M – Rock Dog

Rock Dog
Online Activity: 0.47% within the movie category*
National Airings: 653
Networks: 24
Most Spend On: ABC, Nick
Creative Versions: 8
Est. Lifetime TV Spend: $19.28M
Studio: Lionsgate
Started Airing: 01/29/2017

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/13/2017 and 02/19/2017.

* 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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