×

‘Fifty Shades Darker’ 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 “Fifty Shades Darker.”

Ads placed for the romantic drama had an estimated media value of $6.95 million through Sunday for 1,464 national ad airings across 37 networks. (Spend figures are based on estimates generated from Feb. 6-12. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend on CBS and NBC, with a good chunk of the budget going to three airings during the 59th Annual Grammy Awards telecast and the companion “Red Carpet Live” show on Sunday night — thereby associating a bit of Grammy star power with the dark, moody glamour of the “Shades” ad.

Just behind “Fifty Shades Darker” in second place: Twentieth Century Fox’s “Logan,” which saw 1,274 national ad airing across 53 networks, with an estimated media value of $6.46 million. TV ad placements for Universal’s “Get Out” (EMV: $4.45 million), Universal’s “The Great Wall” ($4.41 million) and Warner Bros.’ “Fist Fight” ($4.40 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

Powered by iSpot.tv

$6.95M – Fifty Shades Darker


Fifty Shades Darker
Online Activity: 10.93% within the movie category*
National Airings: 1,464
Networks: 37
Most Spend On: CBS, NBC
Creative Versions: 20
Est. Lifetime TV Spend: $49.07M
Studio: Universal Pictures
Started Airing: 02/07/17

$6.46M – Logan


Logan
Online Activity: 6.26% within the movie category*
National Airings: 1,274
Networks: 53
Most Spend On: ABC, NBC
Creative Versions: 8
Est. Lifetime TV Spend: $17.05M
Studio: Twentieth Century Fox
Started Airing: 02/05/17

$4.45M – Get Out


Get Out
Online Activity: 0.52% within the movie category*
National Airings: 570
Networks: 29
Most Spend On: CBS, ESPN
Creative Versions: 9
Est. Lifetime TV Spend: $16.54M
Studio: Universal Pictures
Started Airing: 01/16/17

$4.41M – The Great Wall


The Great Wall
Online Activity: 3.30% within the movie category*
National Airings: 942
Networks: 36
Most Spend On: ESPN, NBC
Creative Versions: 10
Est. Lifetime TV Spend: $35.99M
Studio: Universal Pictures
Started Airing: 01/29/17

$4.40M – Fist Fight


Fist Fight
Online Activity: 10.26% within the movie category*
National Airings: 980
Networks: 42
Most Spend On: CBS, FOX
Creative Versions: 24
Est. Lifetime TV Spend: $26.29M
Studio: Warner Bros.
Started Airing: 12/05/2016

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/06/2017 and 02/12/2017.

* 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.

Popular on Variety

More News

  • Donald TrumpCNN Republican Presidential Debate, Las

    CNN Dismisses Trump Attorney Threat As 'Desperate PR Stunt'

    An attorney for President Donald Trump has sent a letter to CNN that threatens to sue the AT&T-owned cable-news network for violating the Lanham Act and making misrepresentations to the public and advertisers about its content, but the network says the missive isn’t worth discussing. “This is nothing more than a desperate PR stunt and [...]

  • Helen Mirren attends the LA Premiere

    Why Helen Mirren Considers Catherine the Great to Be 'Superhuman'

    It’s no secret that Dame Helen Mirren has a knack for nailing regal roles. Following her Oscar-winning on-screen reign as Queen Elizabeth II back in 2006, the thespian brings yet another powerful ruler to life in HBO’s limited mini-series “Catherine the Great.” Just as she does on the small screen as Russian Empress Catherine II, [...]

  • Amy Schumer'I Feel Pretty' film premiere,

    Amy Schumer Documentary 'Expecting Amy' Ordered at HBO Max

    Amy Schumer’s journey through her pregnancy is coming to HBO Max. The streamer, set to launch in the spring of 2020, has ordered the documentary “Expecting Amy” (working title), which will provide a “unfiltered,” “behind-the-scenes” look at Schumer as she goes through a difficult pregnancy while touring and preparing for a stand-up special. ”Women are [...]

  • Bluff City Law

    'Bluff City Law' Will Not Receive Full Season Order at NBC

    “Bluff City Law” will wrap up its first season after the NBC drama airs its initial 10 episodes. While not an official cancellation, the move clearly does not bode well for the freshman series getting a second season. The show has aired four episodes to date, with the fifth set to air this coming Monday. [...]

  • AT&T Logo Building

    AT&T TV Now Price Hike Coming Next Month, Base Package to Cost $65

    AT&T is instituting a substantial price hike for its live TV streaming service AT&T TV Now: Customers who have subscribed to the service’s basic “Plus” package will see their bill go up by $15, to a total of $65 per month, starting next month. The telco has started to inform existing subscribers about the price [...]

More From Our Brands

Access exclusive content