In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending for the third week in a row with “Jurassic World: Fallen Kingdom.”
Ads placed for the latest installment of the sci-fi franchise had an estimated media value of $6.55 million through Sunday for 1,848 national ad airings on 49 networks. (Spend figures are based on estimates generated from June 11-17. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across networks including NBC, Telemundo and Fox, and during programming such as the 2018 FIFA World Cup, American Ninja Warrior and an airing of the original Jurassic Park movie.
Just behind “Jurassic World: Fallen Kingdom” in second place: Disney Pixar’s “Incredibles 2,” which saw 1,276 national ad airings across 37 networks, with an estimated media value of $4.15 million.
TV ad placements for Warner Bros.’ “Tag” (EMV: $2.59 million), Marvel’s “Ant-Man and the Wasp” ($2.57 million) and Lionsgate’s “Uncle Drew” ($2.52 million) round out the chart.
Notably, “Ant-Man and the Wasp” has the best iSpot Attention Index (133) in the ranking, getting 33% 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
$6.55M – Jurassic World: Fallen Kingdom
$4.15M – Incredibles 2
$2.59M – Tag
$2.57M – Ant-Man and the Wasp
$2.52M – Uncle Drew
1 Movie titles with a minimum spend of $100,000 for airings detected between 06/11/2018 and 06/17/2018.
* 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.
