×
You will be redirected back to your article in seconds

‘Peter Rabbit’ 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, Columbia Pictures claims the top spot in spending with “Peter Rabbit.”

Ads placed for the fantasy/adventure film had an estimated media value of $5.69 million through Sunday for 1,060  national ad airings on 31 networks. (Spend figures are based on estimates generated from Jan. 22-28. Estimates may be updated after the chart is posted as new information becomes available.) Columbia focused on a family-oriented audience, allocating spend across networks such as Nick, Cartoon Network and CBS and during shows including SpongeBob SquarePants, The Loud House and Teen Titans Go!.

Just behind “Peter Rabbit” in second place: Universal Pictures’ “Fifty Shades Freed,” which saw 872 national ad airings across 31 networks, with an estimated media value of $4.6 million.

TV ad placements for Marvel’s “Black Panther” (EMV: $4.08 million), CBS Films’ “Winchester” ($3.74 million) and Warner Bros.’ “The 15:17 to Paris” ($3.07 million) round out the chart.

Notably, “Winchester” had the best iSpot Attention Index (116) in the ranking, getting 16% 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

$5.69M – Peter Rabbit

Impressions: 292,175,317
Attention Score: 93.45
Attention Index: 101
National Airings: 1,060
Networks: 31
Most Spend On: Nick, Cartoon Network
Creative Versions: 13
Est. Lifetime TV Spend: $15.5M
Studio: Columbia Pictures
Started Airing: 11/21/17

$4.6M – Fifty Shades Freed

Impressions: 334,979,877
Attention Score: 92.60
Attention Index: 90
National Airings: 872
Networks: 31
Most Spend On: CBS, E!
Creative Versions: 15
Est. Lifetime TV Spend: $12.44M
Studio: Universal Pictures
Started Airing: 12/31/17

$4.08M – Black Panther

Impressions: 219,329,489
Attention Score: 93.89
Attention Index: 108
National Airings: 463
Networks: 35
Most Spend On: CBS, ABC
Creative Versions: 19
Est. Lifetime TV Spend: $18.7M
Studio: Marvel
Started Airing: 06/09/17

$3.74M – Winchester

Impressions: 297,132,223
Attention Score: 94.41
Attention Index: 116
National Airings: 691
Networks: 25
Most Spend On: NBC, E!
Creative Versions: 9
Est. Lifetime TV Spend: $5.53M
Studio: CBS Films
Started Airing: 01/15/18

$3.07M – The 15:17 to Paris

Impressions: 244,098,871
Attention Score: 89.98
Attention Index: 66
National Airings: 564
Networks: 39
Most Spend On: CBS, NBC
Creative Versions: 14
Est. Lifetime TV Spend: $14.9M
Studio: Warner Bros.
Started Airing: 12/25/17

1 Movie titles with a minimum spend of $100,000 for airings detected between 01/22/2018 and 01/28/2018.

* 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.

 

More News

  • Cardi B

    Cardi B Asks Fans to Stop 'Bashing' Offset After Failed Public Apology (Watch)

    The Internet thundered to Cardi B’s defense in the wake of her estranged husband Offset’s ill-advised, public act of contrition, when he crashed her Saturday night performance at the Rolling Loud festival with flowers and a cake that spelled out “Take Me Back Cardi” — and failed to impress her. Social media lit up with [...]

  • 'Kingdom Hearts III' Trailer Drops 3

    'Kingdom Hearts III' Trailer Drops 3 1/2 Minutes of Gameplay, Cut Scenes (Watch)

    The new “Kingdom Hearts III” trailer went live Monday morning, a day earlier than expected, delivering more than three and a half minutes of cut-scenes, gameplay and faux music video to fans of the Disney-meets-Square mash-up game. The final battle trailer was set for a Tuesday release, but game director Tetsuya Nomura took to Twitter [...]

  • 'Evil Ryu' Kage Hits 'Street Fighter

    'Evil Ryu' Kage Hits 'Street Fighter V: Arcade Edition' Monday

    “Street Fighter V: Arcade Edition” got a new character Monday: Kage, the embodiment of Ryu’s internal battle with his own dark side. The character will cost PlayStation 4 and Steam players $6. The character was announced by executive producer Yoshinori Ono as the weekend’s Capcom Cup closed out the game’s season and prepared to launch [...]

  • 'Spider-Man: Into the Spider-Verse' Weaves Inclusive

    The Secret Power of 'Spider-Man: Into the Spider-Verse' Is Inclusion

    In a year that gave us films like “Black Panther” and “Crazy Rich Asians,” this weekend’s “Spider-Man: Into the Spider-Verse” delivers one more home run for underrepresented groups in media in 2018. An animated film that takes advantage of Sony’s piece of the Marvel pie, “Spider-Verse” not only puts a mixed-race, middle-class teenager in the [...]

  • Google to Invest Over $1 Billion

    Google Plans to Spend Over $1 Billion on New York City Campus

    Google has set plans to dramatically boost its footprint in New York City: The internet giant said it will invest more than $1 billion to establish a new 1.7-square-foot campus, Google Hudson Square, in Manhattan. The move is a major part of Google’s expansion plans in the city that will let it more than double [...]

  • Jeff BridgesJeff Bridges, who stars in

    Jeff Bridges to Receive Cecil B. DeMille Award at 2019 Golden Globes

    The Hollywood Foreign Press Association has announced that Jeff Bridges will receive the Cecil B. DeMille award at the 76th Golden Globes on Jan. 6, 2019. Bridges has starred in films like “The Big Lebowski,” “Crazy Heart,” “True Grit,” and “The Fabulous Baker Boys.” “The Hollywood Foreign Press Association is delighted to bestow the 2019 [...]

More From Our Brands

Access exclusive content