×
You will be redirected back to your article in seconds

‘Bumblebee’ Once 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 third week in a row with “Bumblebee.”

Ads placed for the sci-fi/action film had an estimated media value of $7.84 million through Sunday for 1,299 national ad airings on 44 networks. (Spend figures are based on estimates generated from Dec. 10-16. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including CBS, NBC and ABC, and during programming such as NFL Football, “The Loud House” and “The Amazing World of Gumball.”

Just behind “Bumblebee” in second place: Universal Pictures’ “Welcome to Marwen,” which saw 916 national ad airings across 35 networks, with an estimated media value of $7.08 million.

TV ad placements for Annapurna Pictures’ “Vice” (EMV: $5.66 million), Walt Disney Pictures’ “Mary Poppins Returns” ($5.29 million) and Universal’s “Mortal Engines” ($5.03 million) round out the chart.

Notably, “Vice” has the best iSpot Attention Index (128) in the ranking, getting 28% 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

$7.84M – Bumblebee

Impressions: 377,154,718
Attention Score: 88.65
Attention Index: 75
National Airings: 1,299
Networks: 44
Most Spend On: CBS, NBC
Creative Versions: 51
Est. Lifetime TV Spend: $28.56M
Studio: Paramount Pictures
Started Airing: 06/08/18

$7.08M – Welcome to Marwen

Impressions: 341,881,924
Attention Score: 92.01
Attention Index: 106
National Airings: 916
Networks: 35
Most Spend On: NBC,CBS
Creative Versions: 20
Est. Lifetime TV Spend: $19.83M
Studio: Universal Pictures
Started Airing: 09/24/18

$5.66M – Vice

Impressions: 291,853,994
Attention Score: 93.85
Attention Index: 128
National Airings: 717
Networks: 25
Most Spend On: NBC, CBS
Creative Versions: 11
Est. Lifetime TV Spend: $14.45M
Studio: Annapurna Pictures
Started Airing: 10/06/18

$5.29M – Mary Poppins Returns

Impressions: 403,855,289
Attention Score: 89.69
Attention Index: 83
National Airings: 852
Networks: 32
Most Spend On: NBC, ABC
Creative Versions: 72
Est. Lifetime TV Spend: $22.65M
Studio: Walt Disney Pictures
Started Airing: 03/04/18

$5.03M – Mortal Engines

Impressions: 348,566,608
Attention Score: 89.09
Attention Index: 78
National Airings: 1,441
Networks: 42
Most Spend On: ESPN, NBC
Creative Versions: 30
Est. Lifetime TV Spend: $25.61M
Studio: Universal Pictures
Started Airing: 11/07/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/10/2018 and 12/16/2018.

* 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

  • ‘Avengers: Endgame’ Stars Make Emotional Speeches

    ‘Avengers: Endgame’ Stars Make Emotional Speeches at Historic Marvel Premiere

    If more than twenty worldwide blockbusters over ten years sounds like a big undertaking, try locking up the cell phones and smartwatches of Hollywood’s most important people for four hours. Only a franchise with the cache of the “Avengers” series could have A-list talent, celebrity fans, agents and executives gladly turn over their gadgets for [...]

  • Avengers: Endgame

    'Avengers: Endgame' First Reactions: 'Most Emotional, Most Epic MCU Film'

    The end is finally here. “Avengers: Endgame” had its world premiere Monday night at the Los Angeles Convention Center and reactions on social media from fans, journalists and critics are already pouring in. The reaction has so far been almost universally positive, with several commentors warning fans of the movie’s emotional elements. Brandon Davis wrote [...]

  • Josh Brolin, Kathryn Boyd. Josh Brolin,

    'Avengers: Endgame's' Josh Brolin: Thanos' Butt Is a 'Beautiful, Purple Peach'

    On the eve of “Avengers: Endgame’s” world premiere, everyone’s thoughts have turned to the one crucial detail that could be the difference between life or death for the Avengers: Does Thanos have a butt? “I don’t know what that whole thing is about! I really don’t!” Josh Brolin, who plays Thanos, told Variety‘s Marc Malkin [...]

  • Tessa Thompson'Avengers: Endgame' Film Premiere, Arrivals,

    'Avengers: Endgame's' Tessa Thompson Says Valkyrie Would Spoon Captain Marvel, Thor

    Tessa Thompson, who plays Valkyrie in the Marvel Cinematic Universe and upcoming “Avengers: Endgame,” had no problem addressing speculation about the character’s sexuality at the “Endgame” red carpet premiere Monday. The “Sorry to Bother You” actress explained that she played her Marvel character as bisexual. “In the canon, [Valkyrie] is bisexual. You see her with [...]

  • WGA Agency Packaging Fight Placeholder Writer

    Writers Guild Says Over 7,000 Members Have Fired Agents

    Over 7,000 members of the Writers Guild of America have fired their talent agents, the Hollywood union said on Monday. As promised, the guild delivered a first round of termination letters to agents in a show of support for the WGA’s full-on war with the Association of Talent Agents. “Today the Guild delivered a first [...]

  • BRAZILIAN FLAGFRENCH OPEN TENNIS, PARIS, FRANCE

    Brazil’s Ancine Freezes Incentives, Threatening Film-TV Industry Paralysis

    Brazil’s Ancine agency, its foremost public-sector source of film funding, has frozen all of its incentive programs, potentially near paralyzing new production in Latin America’s biggest film-TV industry. The dramatic decision, which has left Brazil’s industry is a state of shock and intense fear for its future, comes as it has taken further hits. In [...]

  • Jennifer Lopez

    Jennifer Lopez Reteams With STXfilms on Romantic-Comedy Co-Starring Owen Wilson

    Jennifer Lopez is reteaming with STXfilms on the upcoming romantic-comedy “Marry Me.” Kat Coiro is directing the film and Owen Wilson is in final negotiations to join the pic, which will likely shoot this fall. The script was written by John Rogers and Tami Sagher, with a rewrite by Harper Dill. Lopez and Wilson both [...]

More From Our Brands

Access exclusive content