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‘Thor: Ragnarok’ 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, Marvel claims the top spot in spending with “Thor: Ragnarok.”

Ads placed for the superhero film had an estimated media value of $5.78 million through Sunday for 816 national ad airings across 38 networks. (Spend figures are based on estimates generated from Oct. 30 through Nov. 5. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across networks including Fox, ABC and NBC, and during sports-themed programming such as the 2017 World Series, NFL Football and TBS Network Preview.

Just behind “Thor: Ragnarok” in second place: Paramount Pictures’ “Daddy’s Home 2,” which saw 1,331 national ad airings across 44 networks, with an estimated media value of $5.71 million.

In third place: Twentieth Century Fox’s “Murder on the Orient Express” (EMV: $5.05 million), which has the best iSpot Attention Index (117) in the ranking, getting 17% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Disney Pixar’s “Coco” ($4.74 million) and Warner Bros.’ “Justice League” ($4.14 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$5.78M – Thor: Ragnarok

Thor: Ragnarok
Impressions: 394,653,714
Attention Score: 90.87
Attention Index: 96
National Airings: 816
Networks: 38
Most Spend On: FOX, ABC
Creative Versions: 80
Est. Lifetime TV Spend: $26.4M
Studio: Marvel
Started Airing: 06/04/17

$5.71M – Daddy’s Home 2

Daddy's Home 2
Impressions: 366,332,028
Attention Score: 90.76
Attention Index: 95
National Airings: 1,331
Networks: 44
Most Spend On: NBC, ESPN
Creative Versions: 41
Est. Lifetime TV Spend: $19.15M
Studio: Paramount Pictures
Started Airing: 09/25/17

$5.05M – Murder on the Orient Express

Murder on the Orient Express
Impressions: 386,259,514
Attention Score: 92.72
Attention Index: 117
National Airings: 1,003
Networks: 32
Most Spend On: NBC, FOX
Creative Versions: 15
Est. Lifetime TV Spend: $18.14M
Studio: Twentieth Century Fox
Started Airing: 10/14/17

$4.74M – Coco

Impressions: 268,805,739
Attention Score: 87.79
Attention Index: 72
National Airings: 591
Networks: 32
Most Spend On: FOX, CBS
Creative Versions: 26
Est. Lifetime TV Spend: $14.12M
Studio: Disney Pixar
Started Airing: 06/13/17

$4.14M – Justice League

Justice League
Impressions: 244,374,041
Attention Score: 90.51
Attention Index: 93
National Airings: 466
Networks: 45
Most Spend On: FOX, CBS
Creative Versions: 28
Est. Lifetime TV Spend: $21.23M
Studio: Warner Bros.
Started Airing: 03/23/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/30/2017 and 11/05/2017.

* 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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