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‘Deadpool 2’ 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, Twentieth Century Fox claims the top spot in spending with “Deadpool 2.”

Ads placed for the superhero film had an estimated media value of $5.83 million through Sunday for 1,123 national ad airings on 34 networks. (Spend figures are based on estimates generated from April 16-22. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox prioritized spend across networks including NBC, Comedy Central and TNT, and during programming such as NBA Basketball, The Voice and Scandal.

Just behind “Deadpool 2” in second place: Marvel’s “Avengers: Infinity War,” which saw 868 national ad airings across 38 networks, with an estimated media value of $5.45 million.

TV ad placements for Universal Pictures’ “Breaking In” (EMV: $2.95 million), Warner Bros.’ “Life of the Party” ($2.23 million), and STX Entertainment’s “I Feel Pretty” ($2.08 million) round out the chart.

Notably, “Breaking In” has the best iSpot Attention Index (149) in the ranking, getting 49% 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

$5.83M – Deadpool 2

Deadpool 2
Impressions: 278,156,728
Attention Score: 90.09
Attention Index: 70
National Airings: 1,123
Networks: 34
Most Spend On: NBC, Comedy Central
Creative Versions: 7
Est. Lifetime TV Spend: $5.96M
Studio: Twentieth Century Fox
Started Airing: 04/16/18

$5.45M – Avengers: Infinity War

Avengers: Infinity War
Impressions: 336,661,942
Attention Score: 89.93
Attention Index: 69
National Airings: 868
Networks: 38
Most Spend On: ABC, NBC
Creative Versions: 41
Est. Lifetime TV Spend: $15.87M
Studio: Marvel
Started Airing: 03/11/18

$2.95M – Breaking In

Breaking In
Impressions: 161,708,066
Attention Score: 96.42
Attention Index: 149
National Airings: 561
Networks: 25
Most Spend On: ABC, FOX
Creative Versions: 8
Est. Lifetime TV Spend: $4.39M
Studio: Universal Pictures
Started Airing: 04/09/18

$2.23M – Life of the Party

Life of the Party
Impressions: 136,987,788
Attention Score: 94.78
Attention Index: 125
National Airings: 323
Networks: 41
Most Spend On: ABC, CBS
Creative Versions: 6
Est. Lifetime TV Spend: $5.81M
Studio: Warner Bros.
Started Airing: 03/31/18

$2.08M – I Feel Pretty

I Feel Pretty
Impressions: 172,225,728
Attention Score: 93.09
Attention Index: 101
National Airings: 669
Networks: 22
Most Spend On: ABC, NBC
Creative Versions: 20
Est. Lifetime TV Spend: $5.73M
Studio: STX Entertainment
Started Airing: 03/31/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/16/2018 and 04/22/2018.

* 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.


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