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‘Pitch Perfect 3’ 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, Universal Pictures claims the top spot in spending with “Pitch Perfect 3.”

Ads placed for the comedy had an estimated media value of $8.99 million through Sunday for 1,352 national ad airings across 44 networks. (Spend figures are based on estimates generated from Dec. 11-17. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across networks including NBC, Fox and CBS, and during programming such as NFL Football, A Christmas Story Live! and The Voice.

Just behind “Pitch Perfect 3” in second place: Columbia Pictures’ “Jumanji: Welcome to the Jungle,” which saw 1,271 national ad airings across 47 networks, with an estimated media value of $7.56 million. This film also had the best iSpot Attention Index (128) in the ranking, getting 28% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

TV ad placements for Lucasfilm’s “Star Wars: The Last Jedi” (EMV: $5.63 million), Paramount Pictures’ “Downsizing” ($5.18 million) and Twentieth Century Fox’s “The Greatest Showman” ($4.66 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$8.99M – Pitch Perfect 3


Pitch Perfect 3
Impressions: 464,381,403
Attention Score: 90.78
Attention Index: 110
National Airings: 1,352
Networks: 44
Most Spend On: NBC, FOX
Creative Versions: 17
Est. Lifetime TV Spend: $21.56M
Studio: Universal Pictures
Started Airing: 06/27/17

$7.56M – Jumanji: Welcome to the Jungle


Jumanji: Welcome to the Jungle
Impressions: 428,095,527
Attention Score: 92.63
Attention Index: 128
National Airings: 1,271
Networks: 47
Most Spend On: ESPN, FOX
Creative Versions: 34
Est. Lifetime TV Spend: $24.93M
Studio: Columbia Pictures
Started Airing: 11/16/17

$5.63M – Star Wars: The Last Jedi


Star Wars: The Last Jedi
Impressions: 470,373,162
Attention Score: 84.72
Attention Index: 67
National Airings: 1,022
Networks: 41
Most Spend On: ABC, NBC
Creative Versions: 59
Est. Lifetime TV Spend: $28.55M
Studio: Lucasfilm
Started Airing: 04/14/17

$5.18M – Downsizing


Downsizing
Impressions: 286,374,369
Attention Score: 89.83
Attention Index: 100
National Airings: 563
Networks: 30
Most Spend On: CBS, NBC
Creative Versions: 20
Est. Lifetime TV Spend: $15.94M
Studio: Paramount Pictures
Started Airing: 09/26/17

$4.66M – The Greatest Showman


The Greatest Showman
Impressions: 351,573,284
Attention Score: 87.99
Attention Index: 85
National Airings: 888
Networks: 41
Most Spend On: NBC, FOX
Creative Versions: 31
Est. Lifetime TV Spend: $17.25M
Studio: Twentieth Century Fox
Started Airing: 11/16/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/11/2017 and 12/17/2017.

* TV Impressions – Total TV ad impressions delivered for the brand or spot.

* Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

* Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from more than seven million smart TVs, 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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