You will be redirected back to your article in seconds

‘Fast & Furious Presents: Hobbs & Shaw’ 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, Universal Pictures claims the top spot in spending with its “Fast & Furious Presents: Hobbs & Shaw” movie ad that ran during Super Bowl LIII.

Ads placed for the “Fast and the Furious” franchise spinoff had an estimated media value of $10.48 million through Sunday for two national ad airings on two networks airing the Super Bowl: CBS and ESPN Deportes. (Spend figures are based on estimates generated from Jan. 28 through Feb. 3. Estimates may be updated after the chart is posted as new information becomes available.)

Just behind “Fast & Furious Presents: Hobbs & Shaw” in second place: DreamWorks Animation’s “How to Train Your Dragon: The Hidden World,” which saw 1,360 national ad airings across 51 networks, with an estimated media value of $7.1 million.

TV ad placements for Marvel’s “Captain Marvel” (EMV: $5.24 million) and “Avengers: Endgame” ($5.2 million), and Walt Disney Studios’ “Toy Story 4” ($4.5 million) round out the chart. Both of Marvel’s ads ran during the Super Bowl, while the “Toy Story 4” spot ran after the game had ended.

Notably, “Captain Marvel” has the best iSpot Attention Index (191) in the ranking, getting 91% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Marvel also scored big on social media with its Super Bowl ads, with “Avengers: Endgame” receiving over 355.4 million social impressions and 12.6 million online views, while “Captain Marvel” generated 178 million social impressions and 2.6 million online views.

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$7.1M – How to Train Your Dragon: The Hidden World

Impressions: 411,935,910
Attention Score: 92.99
Attention Index: 95
National Airings: 1,360
Networks: 51
Most Spend On: CBS, ABC
Creative Versions: 24
Est. Lifetime TV Spend: $19.08M
Studio: DreamWorks Animation
Started Airing: 10/28/18

$5.24M – Captain Marvel Super Bowl 2019

Impressions: 76,304,218
Attention Score: 99.39
Attention Index: 191
National Airings: 2
Networks: 2
Most Spend On: CBS, ESPN Deportes
Creative Versions: 1
Est. Lifetime TV Spend: $
Studio: Marvel
Started Airing: 02/03/19

$5.2M – Avengers: Endgame Super Bowl 2019

Impressions: 62,272,985
Attention Score: 91.47
Attention Index: 78
National Airings: 1
Networks: 1
Most Spend On: CBS
Creative Versions: 1
Est. Lifetime TV Spend: $5.22M
Studio: Marvel
Started Airing: 02/02/19

$4.5M – Toy Story 4 Super Bowl 2019

Impressions: 44,407,162
Attention Score: 94.03
Attention Index: 110
National Airings: 1
Networks: 1
Most Spend On: CBS
Creative Versions: 2
Est. Lifetime TV Spend: $4.51M
Studio: Walt Disney Studios
Started Airing: 02/02/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 01/28/2019 and 02/03/2019.

* 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 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

  • Noah CentineoNickelodeon Kids' Choice Awards, Show,

    Kids’ Choice Awards 2019: JoJo Siwa, Noah Centineo Take on Bullying

    This year’s Nickelodeon Kids’ Choice Awards was full of positivity and encouragement to be yourself. DJ Khaled, known for his upbeat mantras, hosted the 32nd annual awards ceremony alongside JoJo Siwa at USC’s Galen center. Siwa accepted the award for favorite social music star. Siwa said in her acceptance speech, “I get hated on every [...]

  • Us Scriptwriter and Film-maker Larry Cohen

    Larry Cohen, Cult Horror Writer-Director of 'It's Alive,' Dies at 77

    Larry Cohen, best known for his work as a B-movie producer and director in the ’70s and his later work in screenwriting, has died. He was 77. Cohen’s friend, actor and publicist Shade Rupe, confirmed the news, which was announced in a post to Cohen’s official Facebook page. Rupe said Cohen died in Los Angeles [...]

  • Captain Marvel

    Box Office: 'Captain Marvel' Shatters $900 Million Milestone

    Brie Larson’s “Captain Marvel” continues to do heroic business. In its latest box office milestone, the female-fronted superhero tentpole zoomed past $900 million in ticket sales worldwide. “Captain Marvel” brought in a mighty $87 million globally this weekend, including $52 million from international territories. It has now generated $589 million overseas for a global haul [...]

  • Us - Lupita Nyong’o - cr:

    Box Office: Jordan Peele's 'Us' Stuns With $70 Million Opening Weekend

    Talk about scary good. Universal’s “Us,” the second directorial effort from Jordan Peele, pulled off a stunning debut, generating $70 million from 3,741 North American locations. That haul is enough to land it the second-best opening weekend of the year behind Disney’s “Captain Marvel” ($153 million). The psychological thriller about a family confronted by a [...]


    Film Review: 'Shazam!'

    In “Shazam!,” Zachary Levi brings off something so winning it’s irresistible. He plays a square-jawed, rippling-muscled man of might, with a cheesy Day-Glo lighting bolt affixed to his chest, who projects an insanely wholesome and old-fashioned idea of what a superhero can be. But he’s also playing a breathless teenage kid on the inside, and [...]

  • WGA Agents Contract Tug of War

    Showrunners, Screenwriters Back WGA in Agency Battle, Sides to Meet Again Tuesday

    More than 750 showrunners and screenwriters have backed the WGA’s battle against talent agencies taking packaging fees and other changes to the rules governing the business relationship between agents and writers. The letter of support issued Saturday is significant because of the immense clout showrunners and prominent screenwriters possess in Hollywood. Several showrunners had recently [...]

More From Our Brands

Access exclusive content