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.
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).
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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