‘The Fate of the Furious’ 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 “The Fate of the Furious.”

Ads placed for the action thriller had an estimated media value of $6.03 million through Sunday for 1,035 national ad airings across 42 networks. (Spend figures are based on estimates generated from March 27-April 2. Estimates may be updated after the chart is posted as new information becomes available.) Understandably, Universal Pictures focused spend toward a sports-loving audience, with portions of the budget dedicated to airings during the 2017 NCAA Basketball Tournament and NBA Basketball games. The studio also ran the movie ad frequently across episodes of “SportsCenter.”

Just behind “The Fate of the Furious” in second place: Columbia Pictures’ “Smurfs: The Lost Village,” which saw 1,608 national ad airing across 34 networks, with an estimated media value of $5.49 million.

TV ad placements for DreamWorks Animation’s “The Boss Baby” (EMV: $5.27 million), Paramount Pictures’ “Ghost in the Shell” ($5.03 million) and Warner Bros.’ “Going in Style” ($3.86 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$6.03M – The Fate of the Furious


The Fate of the Furious
Online Activity: 9.51% within the movie category*
National Airings: 1,035
Networks: 42
Most Spend On: CBS, ESPN
Creative Versions: 16
Est. Lifetime TV Spend: $29.16M
Studio: Universal Pictures
Started Airing: 12/11/16

$5.49M – Smurfs: The Lost Village


Smurfs: The Lost Village
Online Activity: 2.30% within the movie category*
National Airings: 1,608
Networks: 34
Most Spend On: Nick, Univision
Creative Versions: 15
Est. Lifetime TV Spend: $18.01M
Studio: Columbia Pictures
Started Airing: 11/21/16

$5.27M – The Boss Baby


The Boss Baby
Online Activity: 9.62% within the movie category*
National Airings: 1,625
Networks: 39
Most Spend On: Nick, NBC
Creative Versions: 16
Est. Lifetime TV Spend: $28.65M
Studio: DreamWorks Animation
Started Airing: 02/06/17

$5.03M – Ghost in the Shell


Ghost in the Shell
Online Activity: 1.69% within the movie category*
National Airings: 1,473
Networks: 35
Most Spend On: ESPN, Comedy Central
Creative Versions: 30
Est. Lifetime TV Spend: $29.84M
Studio: Paramount Pictures
Started Airing: 09/21/16

$3.86M – Going in Style


Going in Style
Online Activity: 0.62% within the movie category*
National Airings: 778
Networks: 38
Most Spend On: CBS, ABC
Creative Versions: 32
Est. Lifetime TV Spend: $14.75M
Studio: Warner Bros.
Started Airing: 02/23/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 03/27/2017 and 04/02/2017.

* 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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