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 with “Sherlock Gnomes.”
Ads placed for the animated film had an estimated media value of $5.07 million through Sunday for 1,043 national ad airings on 30 networks. (Spend figures are based on estimates generated from March 5-11. Estimates may be updated after the chart is posted as new information becomes available.) As you’d expect, Paramount targeted a family-friendly audience, prioritizing spend across networks including Nick, NBC and ABC, and programming including The Loud House, This Is Us and SpongeBob SquarePants.
Just behind “Sherlock Gnomes” in second place: Walt Disney Pictures’ “A Wrinkle in Time,” which saw 1,058 national ad airings across 33 networks, with an estimated media value of $4.77 million.
TV ad placements for Universal Pictures’ “Pacific Rim Uprising” (EMV: $4.32 million), Twentieth Century Fox’s “Love, Simon” ($4.16 million) and Warner Bros.’ “Tomb Raider” ($3.52 million) round out the chart.
Notably, “Tomb Raider” has the best iSpot Attention Index (129) in the ranking, getting 29% 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 03/06/2018 and 03/12/2018.
* 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
Kit Harington on 'Game of Thrones' Ending, Women of Westeros
John Lithgow and Laurie Metcalf on Playing the Clintons: 'There's a Tremendous Undertow of Melancholy'
Kevin Costner on Oscar Netflix Controversy: 'Movies Are for Theaters'
Jordan Peele on the Message Behind 'Us'
Charlize Theron, Seth Rogen Weigh in on Theatrical vs. Streaming
Kathy Bates on Netflix Awards Debate: Short Theatrical Releases Are 'Dirty Pool'
Facebook is now in the awards hunt: Its popular original series “Red Table Talk” hosted by Jada Pinkett Smith was nominated for a 2019 Daytime Emmy. It appears to be the first-ever Daytime Emmy Awards nomination for a Facebook-funded show, although a company rep was unable to confirm that. “Red Table Talk” is nominated in [...]
Amazon has launched MLB.TV on Prime Video Channels for Prime members in the U.S., just in time for the start of Major League Baseball’s 2019 regular season start next week. The MLB.TV package provides regular-season out-of-market baseball games, both live and on-demand. Prime members in the U.S. can subscribe to MLB.TV for $24.99 per month, [...]
Proving that good is not always good enough, Tencent Music Entertainment shares fell 9 percent after the Chinese company released its 2018 earnings, wiping out $2.7 billion in market capitalization of what is arguably the biggest audio music service in the world. Chalk it up to big expectations and a short track record: Wednesday’s earnings [...]
UPDATED: T-Series pulled ahead of YouTube’s PewDiePie as the No. 1 most-subscribed channel on the platform — before PewDiePie’s fans rallied once again to put him on top. In a months-long symbolic running battle for the title, PewDiePie and his fans have waged a concerted campaign to fend off the steady encroachment by T-Series, India’s top [...]
Netflix is getting ready to try a new thing to help younger viewers discover new shows: The video service will start testing character-driven video previews of some of its shows later this year, executives revealed during a press event in Los Angeles Tuesday. The test, which will be rolled out on some members’ TV devices [...]
Epic Games founder and CEO Tim Sweeney kicked off the company’s annual Game Developers Conference keynote with some big news for creators: a commitment to hand out $100 million to game makers, film and TV creators, students, educators, tool developers, essentially anyone working to enhance 3D graphics and inspire creativity. The Epic MegaGrants is an [...]
News Wednesday that Ubisoft’s “The Division 2” runs on Google Cloud is the latest example of the company’s push to expand its services beyond the barebone resources for mobile titles, to rich, expansive support for major AAA games. “We were traditionally focused on mobile because of the strength of ‘Pokemon Go,’ but we have also [...]