‘Avengers: Endgame’ Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by TV ad measurement and attribution company iSpot.tv, Marvel claims the top spot in spending for the second week in a row with “Avengers: Endgame.”

Ads placed for the superhero film had an estimated media value of $6.54 million through Sunday for 1,082 national ad airings on 40 networks. (Spend figures are based on estimates generated from April 22-28. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across networks including ABC, NBC and ESPN, and during programming such as NBA Basketball, the 2019 NFL Draft and “The Voice.”

Just behind “Avengers: Endgame” in second place: Lionsgate’s “Long Shot,” which saw 1,145 national ad airings across 27 networks, with an estimated media value of $4.57 million.

TV ad placements for Universal Pictures’ “A Dog’s Journey” (EMV: $4.06 million), Warner Bros.’ “Pokémon Detective Pikachu” ($3.45 million) and Lionsgate’s “John Wick: Chapter 3 – Parabellum” ($2.9 million) round out the chart.

Notably, “A Dog’s Journey” has the best iSpot Attention Index (109) in the ranking, getting 9% 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

$6.54M – Avengers: Endgame

Impressions: 531,273,365
Attention Score: 91.69
Attention Index: 93
National Airings: 1,082
Networks: 40
Most Spend On: ABC, NBC
Creative Versions: 104
Est. Lifetime TV Spend: $20.74M
Studio: Marvel
Started Airing: 12/06/2018

$4.57M – Long Shot

Impressions: 431,990,830
Attention Score: 91.61
Attention Index: 93
National Airings: 1,145
Networks: 27
Most Spend On: ABC, Comedy Central
Creative Versions: 28
Est. Lifetime TV Spend: $19.96M
Studio: Lionsgate
Started Airing: 05/03/19

$4.06M – A Dog’s Journey

Impressions: 260,184,271
Attention Score: 92.89
Attention Index: 109
National Airings: 782
Networks: 39
Most Spend On: NBC, TNT
Creative Versions: 9
Est. Lifetime TV Spend: $6.53M
Studio: Universal Pictures
Started Airing: 01/31/2019

$3.45M – Pokémon Detective Pikachu

Impressions: 250,510,965
Attention Score: 92.35
Attention Index: 102
National Airings: 835
Networks: 52
Most Spend On: ABC, TNT
Creative Versions: 24
Est. Lifetime TV Spend: $15.61M
Studio: Warner Bros.
Started Airing: 11/11/18

$2.9M – John Wick: Chapter 3 – Parabellum

Impressions: 136,772,887
Attention Score: 90.12
Attention Index: 79
National Airings: 332
Networks: 24
Most Spend On: TNT, ESPN
Creative Versions: 8
Est. Lifetime TV Spend: $11.2M
Studio: Lionsgate
Started Airing: 01/20/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/22/2019 and 04/28/2019.

* 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 TV ad measurement and attribution company, 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

More Film

  • The Girl Who Loved Tom Gordon

    Film News Roundup: Stephen King's 'Girl Who Loved Tom Gordon' Movie in the Works

    In today’s film news roundup, a Stephen King horror movie is in the works, “Downton Abbey” is seeing strong sales and a project about Revolutionary War soldier Deborah Sampson is in development. KING ADAPTATION Stephen King’s “The Girl Who Loved Tom Gordon” has been set up as a movie at George A. Romero’s Sanibel Films, [...]

  • Moviepass

    MoviePass Confirms Security Issue With Customer Records

    MoviePass, the struggling movie ticket subscription service, has confirmed a security issue may have exposed customers’ records. In a statement, MoviePass said Wednesday that the security lapse was recently discovered and its system was immediately secured. Reports of the data breach first surfaced Tuesday through the Tech Crunch site, which alleged that tens of thousands [...]

  • Matthew Modine

    Matthew Modine Accused of Violating Labor Laws With Campaign Videos

    Matthew Modine has been accused by SAG-AFTRA president Gabrielle Carteris of violating federal laws in his campaign to unseat Carteris. The production of three campaign videos for Modine by the for-profit New York Film Academy — on whose board Modine sits — has been blasted by Carteris for alleged violations of federal labor law prohibiting [...]

  • Ready or Not Movie

    'Ready or Not,' 'Angel Has Fallen' Enter Box Office Race

    Three more contenders are joining what has lately been a hostile box office arena. Can anyone emerge from August victorious? Fox Searchlight’s “Ready or Not,” a black comedy about a diabolical game of hide-and-seek, will debut in 2,244 North American theaters on Wednesday. The low-budget film is expected to earn upwards of $6.5 million over [...]

  • Rules Don't Apply

    Warren Beatty and Arnon Milchan Settle Suit Over 'Rules Don't Apply' Flop

    Arnon Milchan and Warren Beatty have settled their two-year legal battle over the disastrous release of “Rules Don’t Apply,” Beatty’s period drama about Howard Hughes. Milchan’s attorneys have filed a notice with the court dismissing his suit against Beatty. Terms of the settlement were not disclosed. Milchan’s company, New Regency, sued Beatty and other investors [...]

  • Brazil's President Jair Bolsonaro attends a

    Bolsonaro LGBTQI Outburst, Subsidy Freeze, Stirs Outrage

    Ramping up the drive into censorship in Brazil, its Minister of Citizenship, Omar Terra, has suspended a call for applications for governmental TV funding – until new criteria are established for its application. The country’s secretary for culture, Henrique Pires, who reports to Terra, has resigned in protest of the incentive freeze. The suspension, for [...]

  • Adam Brody'Ready or Not' film premiere,

    Adam Brody to Executive Produce, Star in 'The Kid Detective'

    “Ready or Not’s” Adam Brody has signed on to star in “The Kid Detective.” Sophie Nelisse will co-star in the dramedy from writer-director Evan Morgan. Brody will star as a once-celebrated kid detective, now 31, who continues to solve the same trivial mysteries between hangovers and bouts of self-pity until a 16-year-old client (Nelisse) brings [...]

More From Our Brands

Access exclusive content