‘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

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$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

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.

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