You will be redirected back to your article in seconds

‘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

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.

More News

  • Indian film director Rajkumar Hirani'Sanju' film

    Shanghai: Rajkumar Hirani Talks China-India Film Axis, Silent on #MeToo Accusations

    Rajkumar Hirani, the Indian film director who is part of the Shanghai International Film Festival’s competition jury, says he is pleased by the reception that Indian films are getting in China. But in conversation in Shanghai he sidestepped the accusations of sexual assault that were recently levelled against him. “I don’t think we should talk [...]

  • Raconteurs' 'Help Us Stranger' Has Jack

    Album Review: The Raconteurs' 'Help Us Stranger'

    If you’re looking for a crowded hangout, try Jack White’s Wikipedia page. From fully realized bands (like the Alison Mosshart-fronted Dead Weather) to one-off collaborations (like his duet with Alicia Keys for the James Bond track “Another Way to Die,” or partnering with Danger Mouse and Norah Jones on the Spaghetti Western album “Rome”), White has always [...]

  • Hope Hicks

    Hope Hicks Refused to Answer Committee's Questions 155 Times

    Fox communications chief Hope Hicks refused to answer questions from the House Judiciary Committee on 155 separate occasions during closed-door testimony, the committee chairman said Thursday. The committee released a transcript of the hearing on Thursday afternoon. Prior to the hearing, President Trump directed Hicks not to answer questions about her service as a senior [...]

  • Good Omens

    Religious Group Mistakenly Petitions to Get Amazon Prime's 'Good Omens' Removed From Netflix

    Upwards of 20,000 Christians have signed a petition calling for Netflix to cancel the fantasy series “Good Omens.” But the TV series, adapted from Terry Pratchett and Neil Gaiman’s 1990 satirical sci-fi novel, is distributed by Amazon Prime, not Netflix. The petition was first launched by the Return to Order campaign, a Christian organization under [...]

  • Michael Gambon. Actor Ray Winstone poses

    Ray Winstone Joins Marvel's 'Black Widow' (EXCLUSIVE)

    “The Departed” star Ray Winstone has joined Marvel’s “Black Widow” standalone movie, sources tell Variety. “Stranger Things'” David Harbour and “Midsommar’s” Florence Pugh are also on board to star alongside Scarlett Johansson. Cate Shortland has signed on to direct from Jac Schaeffer’s script, with Kevin Feige producing. Marvel had no comment on the casting. The [...]

  • Maura Tierney as Helen and Dominic

    TV News Roundup: Showtime Drops 'The Affair' Final Season Teaser (Watch)

    In today’s TV Roundup, Showtime drops a teaser for the fifth and final season of “The Affair,” and Kid Cudi and Big Boi join Shudder’s “Creepshow” anthology series.  FIRST LOOKS AMC has released the first trailer for its forthcoming anthology series “The Terror: Infamy.” Premiering August 2, the Ridley Scott-produced show features a cast and [...]

  • Bello Nock

    A&E Orders Stunt Series 'Impossible Live,' Special 'Volcano Walk Live'

    A&E Network has ordered a live stunt series titled “The Impossible Live.” The series, which hails from KEW Media Group’s Essential Media Group, will consist of five two-hour episodes featuring daredevils performing death-defying stunts such as parachute-less jump from a plane onto a speeding train, a motorcycle jump off a cliff in which the daredevil [...]

More From Our Brands

Access exclusive content