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 “Black Panther.”
Ads placed for the superhero film had an estimated media value of $8.28 million through Sunday for 1,084 national ad airings on 37 networks. (Spend figures are based on estimates generated from Feb. 12-18. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across NBC, followed by NBC Sports and ESPN, while specific programming getting the most spend included the 2018 Winter Olympics, SportsCenter and Jimmy Kimmel Live.
Just behind “Black Panther” in second place: Lionsgate’s “Early Man,” which saw 639 national ad airings across 26 networks, with an estimated media value of $7.5 million.
TV ad placements for Twentieth Century Fox’s “Red Sparrow” (EMV: $6.53 million), Warner Bros.’ “Game Night” ($5.6 million) and Walt Disney Pictures’ “A Wrinkle in Time” ($5.06 million) round out the chart.
Notably, “A Wrinkle in Time” had the best iSpot Attention Index (105) in the ranking, getting 5% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
1 Movie titles with a minimum spend of $100,000 for airings detected between 02/12/2018 and 02/18/2018.
* 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 seven 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.
Popular on Variety
'Game of Thrones': Emilia Clarke on the 'Utterly Surreal' Feeling of Leaving HBO's Drama Behind
'Game of Thrones' Cast: Who Should Sit on the Iron Throne?
Met Gala: Best Fashion From Lady Gaga to Kendall and Kylie Jenner
Lady Gaga Rocks Four Outfits at Met Gala
'Avengers: Endgame' Stars Guess What Cast Member Was a Stripper Before an Avenger
'Avengers: Endgame' World Premiere Teases the Next Stage for Marvel
Hasan Minhaj Challenges Jared Kushner at the Time 100 Gala
In an unusual move, Entertainment One plans to share TV pilot scripts for two Wattpad stories it’s adapting as series with the most passionate fans of the original tales — bringing them into the development process. Under its partnership with Wattpad, the Toronto-based production and media company is developing shows based on dystopian drama “The [...]
Facebook faced growing criticism this week over its decision not to remove a video that was doctored to suggest that House Speaker Nancy Pelosi was intoxicated during a recent public event. The video, which has been viewed more than 2.5 million times, had been slowed down notably, giving the impression that Pelosi was slurring her [...]
To promote next month’s premiere of “Black Mirror” season 5, Netflix is launching a short video series — “Little Black Mirror,” with a cast that includes an ensemble of Latinx social-media stars. The three “mini-stories,” aimed at Spanish-speaking audiences, are inspired by the tech-dystopian universe of Charlie Brooker and Annabel Jones’ anthology series. “Little Black [...]
Twitter permanently suspended the accounts of Ed and Brian Krassenstein — progressive political activists famous for trolling Donald Trump and his supporters — with the company alleging the brothers used bogus accounts to amplify their reach on the platform. “The Twitter Rules apply to everyone,” a Twitter rep said in a statement. “Operating multiple fake [...]
Snap wants to up Snapchat’s music game. The company has been in negotiations with music companies including the big three — Sony Music Entertainment, Universal Music Group and Warner Music Group — to license song catalogs for the Snapchat app, according to two industry sources familiar with the talks, confirming a Wall Street Journal report. [...]
T-Mobile is getting ready to raise prices for subscribers who have taken advantage of its “Netflix On Us” promotion: The mobile carrier will begin charging existing customers who have participated in the promotion an additional $2 per month to account for Netflix’s recent price increase. Consumers will see their bill go up starting on 6/2. [...]
Snap continues to fill out the ranks of its revamped leadership team: The Snapchat parent tapped Oona King, most recently Google’s director of diversity strategy and a former member of British Parliament with the Labour Party, as its first VP of diversity and inclusion. King, who starts at Snap on June 11, is also the [...]