×
You will be redirected back to your article in seconds

‘Bumblebee’ Again 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, Paramount Pictures claims the top spot in spending for the second week in a row with “Bumblebee.”

Ads placed for the sci-fi/action film had an estimated media value of $6.31 million through Sunday for 941 national ad airings on 42 networks. (Spend figures are based on estimates generated from Dec. 3-9. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including Fox, Nick and NBC, and during programming such as NFL Football, The Loud House and The Amazing World of Gumball.

Just behind “Bumblebee” in second place: Universal Pictures’ “Mortal Engines,” which saw 971 national ad airings across 37 networks, with an estimated media value of $6.29 million.

TV ad placements for Columbia Pictures’ “Spider-Man: Into the Spider-Verse” (EMV: $5.92 million), Warner Bros.’ “The Mule” ($4.86 million) and Annapurna Pictures’ “Vice” ($4.73 million) round out the chart.

Notably, “The Mule” has the best iSpot Attention Index (118) in the ranking, getting 18% 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

$6.31M – Bumblebee

Impressions: 316,798,220
Attention Score: 89.51
Attention Index: 77
National Airings: 941
Networks: 42
Most Spend On: FOX, Nick
Creative Versions: 34
Est. Lifetime TV Spend: $20.62M
Studio: Paramount Pictures
Started Airing: 06/08/18

$6.29M – Mortal Engines

Impressions: 341,773,883
Attention Score: 90.20
Attention Index: 82
National Airings: 971
Networks: 37
Most Spend On: NBC, ESPN
Creative Versions: 20
Est. Lifetime TV Spend: $20.72M
Studio: Universal Pictures
Started Airing: 11/07/18

$5.92M – Spider-Man: Into the Spider-Verse

Impressions: 377,262,256
Attention Score: 92.06
Attention Index: 102
National Airings: 998
Networks: 42
Most Spend On: FOX, Nick
Creative Versions: 43
Est. Lifetime TV Spend: $17.63M
Studio: Columbia Pictures
Started Airing: 06/06/18

$4.86M – The Mule

Impressions: 330,957,799
Attention Score: 93.36
Attention Index: 118
National Airings: 629
Networks: 39
Most Spend On: CBS, NBC
Creative Versions: 26
Est. Lifetime TV Spend: $20.58M
Studio: Warner Bros.
Started Airing: 10/23/18

$4.73M – Vice

Impressions: 247,987,237
Attention Score: 91.85
Attention Index: 99
National Airings: 421
Networks: 25
Most Spend On: FOX, ESPN
Creative Versions: 7
Est. Lifetime TV Spend: $8.81M
Studio: Annapurna Pictures
Started Airing: 10/06/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/03/2018 and 12/09/2018.

* 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

  • Bob Berney

    Bob Berney to Leave Amazon Studios' Head of Marketing and Distribution Position

    Bob Berney, Amazon Studios’ head of marketing and distribution, is stepping down, Variety has confirmed. Berney was hired by Amazon in 2015 and recently reached the end of his four-year contract. His last day will be Friday. During his time at amazon, the film veteran oversaw a number of successful films including “Manchester by the [...]

  • NEW YORK, NY – JUNE, 24:

    LGBTQ Stars Honored at Variety’s Power of Pride Celebration

    New York City felt the full power of pride on Monday, as Variety celebrated its inaugural issue devoted to the annual recognition of LGBTQ people worldwide. At an intimate gathering at lower east side Manhattan hotel The Orchid, rooftop bar Mr. Purple hosted Variety’s cover stars and luminaries for cocktails and the unveiling of the [...]

  • Joel Silver Exits Silver Pictures

    Joel Silver Exits Silver Pictures

    Top Hollywood producer Joel Silver has exited his production company Silver Pictures, Variety has confirmed. “Joel Silver recently indicated that he intends to leave Silver Pictures and go out on his own,” Hal Sadoff, a former ICM Partners agent who joined Silver Pictures several years ago as CEO, said in a statement. “We are working [...]

  • Billy Eichner Power of Pride Variety

    Billy Eichner on Taylor Swift's 'Calm Down' Backlash

    When Taylor Swift released her “You Need to Calm Down” music video, it seemed like every member of the LGBTQ in Hollywood was included — except for Billy Eichner. “I’m still not gay enough for Taylor Swift — or too gay — I don’t know what it is,” Eichner joked at Variety’s Power of Pride [...]

  • Ewen Bremner as Alan McGee in

    Danny Boyle-Produced ‘Creation Stories’ Adds Jason Isaacs, Steven Berkoff

    Jason Isaacs, Steven Berkoff and a host of other new names have signed on for “Creation Stories,” the film being exec-produced by Danny Boyle about Creation Records co-founder Alan McGee. The producers also unveiled the first shots of Ewen Bremner (“Trainspotting”) as the music mogul. Production is underway on the Irvine Welsh-penned project, with “Lock, [...]

  • 'Annabelle Comes Home' Review: This Grab

    Film Review: 'Annabelle Comes Home'

    In a country that should probably think about renaming itself the American Entertainment State, fan culture now produces an obsessive level of pop scholasticism, one that can parse the rules and details of movies and TV shows as if they were fine points of law. In a review of a horror movie, I once called [...]

More From Our Brands

Access exclusive content