×
You will be redirected back to your article in seconds

‘Avengers: Infinity War’ 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 “Avengers: Infinity War.”

Ads placed for the superhero film had an estimated media value of $4.94 million through Sunday for 923 national ad airings on 39 networks. (Spend figures are based on estimates generated from April 23-29. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across networks included NBC, ABC and CBS, and during programming such as NBA Basketball, The Voice and Jimmy Kimmel Live.

Just behind “Avengers: Infinity War” in second place: MGM’s “Overboard,” which saw 891 national ad airings across 24 networks, with an estimated media value of $3.84 million.

TV ad placements for Focus Features’ “Tully” (EMV: $2.61 million), Warner Bros.’ “Life of the Party” ($2.42 million) and Universal Pictures’ “Breaking In” ($2.39 million) round out the chart.

Notably, “Breaking In” has the best iSpot Attention Index (136) in the ranking, getting 36% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$4.94M – Avengers: Infinity War

Impressions: 357,480,749
Attention Score: 91.74
Attention Index: 70
National Airings: 923
Networks: 39
Most Spend On: NBC, ABC
Creative Versions: 64
Est. Lifetime TV Spend: $20.86M
Studio: Marvel
Started Airing: 03/11/18

$3.84M – Overboard

Impressions: 199,126,502
Attention Score: 93.83
Attention Index: 94
National Airings: 891
Networks: 24
Most Spend On: Univision, Comedy Central
Creative Versions: 16
Est. Lifetime TV Spend: $5.91M
Studio: Metro-Goldwyn-Mayer (MGM)
Started Airing: 04/09/18

$2.61M – Tully

Impressions: 257,986,604
Attention Score: 94.64
Attention Index: 108
National Airings: 936
Networks: 21
Most Spend On: HGTV, TBS
Creative Versions: 13
Est. Lifetime TV Spend: $4.9M
Studio: Focus Features
Started Airing: 03/06/18

$2.42M – Life of the Party

Impressions: 187,521,463
Attention Score: 95.02
Attention Index: 114
National Airings: 450
Networks: 42
Most Spend On: ABC, NBC
Creative Versions: 13
Est. Lifetime TV Spend: $8.2M
Studio: Warner Bros.
Started Airing: 03/31/18

$2.39M – Breaking In

Impressions: 146,578,479
Attention Score: 96.26
Attention Index: 136
National Airings: 532
Networks: 26
Most Spend On: FOX, NBC
Creative Versions: 10
Est. Lifetime TV Spend: $6.8M
Studio: Universal Pictures
Started Airing: 04/09/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/23/2018 and 04/29/2018.

* 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 eight 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.

 

More Film

  • '2019 Oscar Nominated Short Films: Live

    Film Review: ‘2019 Oscar Nominated Short Films: Live Action’

    The Academy skewed dark in its choice of live-action shorts this year, selecting four films to slit your wrists by — each one featuring child endangerment in a different form — and a fifth, about a diabetic on her death bed, that finds a glimmer of uplift at the other end of life. If that [...]

  • How the 'Rich Eisen Show' Mixes

    How the 'Rich Eisen Show' Mixes Sports and Showbiz in an Entertaining Mix

    Walking through the El Segundo studio where veteran sportscaster Rich Eisen tapes his daily “Rich Eisen Show,” the sheer density of sports memorabilia is overwhelming — everything from game balls to jerseys, gear, autographs and uncountable photos are crammed onto every inch of wall and desk space. But step into Eisen’s dressing room, and the [...]

  • Yorgos Lanthimos

    Film News Roundup: 'The Favourite' Director Yorgos Lanthimos Boards Crime Drama

    In today’s film news roundup, Yorgos Lanthimos has set up a crime drama, “Here Lies Daniel Tate” is being adapted, and Donna Langley becomes a member of the USC film school board. DIRECTOR HIRED “The Favourite” producer-director Yorgos Lanthimos has signed on to write and direct crime drama “Pop. 1280,” an adaptation of Jim Thompson’s [...]

  • Brody Stevens Dead

    Comedian Brody Stevens Dies at 48

    Prominent Los Angeles comedian Brody Stevens died Friday in Los Angeles, Variety has confirmed. He was 48. “Brody was an inspiring voice who was a friend to many in the comedy community,” Stevens’ reps said in a statement. “He pushed creative boundaries and his passion for his work and his love of baseball were contagious. [...]

  • Contract Placeholder Business

    Hollywood Agents Blast Writers Guild Over New Proposals

    The war between the Writers Guild of America and Hollywood agents has escalated as the two sides battle over the rules on how writers are represented. The latest volley emerged Friday from Karen Stuart, executive director of the Association of Talent Agents, who accused WGA leaders of misleading its members and asserted that the guild [...]

  • Xavier Legrand Custody

    Cesar Awards: Xavier Legrand’s ‘Custody’ Wins Best Film

    Xavier Legrand’s feature debut “Custody,” a tense portrait of a family torn by domestic violence, won best film, actress (for Lea Drucker), and original screenplay at the 44th Cesar Awards, which took place at the Salle Pleyel in Paris. The awards are France’s highest film honors. “Custody,” which marks Legrand’s follow up to his Oscar-nominated [...]

  • Editorial use only. No book cover

    'Crazy Rich Asians,' 'Late Show With Stephen Colbert' Win Publicity Campaign Awards

    Hollywood publicists have selected “Crazy Rich Asians” as the top movie publicity campaign for 2018 and “The Late Show With Stephen Colbert” as the best television campaign. Warner Bros.’ “Crazy Rich Asians” topped the campaigns for Disney’s “Black Panther,” Fox’s “Bohemian Rhapsody,” Paramount’s “A Quiet Place,” Sony’s “Spider-Man: Into the Spider-Verse,” and Universal’s “Halloween” for [...]

More From Our Brands

Access exclusive content