You will be redirected back to your article in seconds

‘How to Train Your Dragon: The Hidden World’ 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, DreamWorks Animation claims the top spot in spending with “How to Train Your Dragon: The Hidden World.”

Ads placed for the fantasy film had an estimated media value of $7.98 million through Sunday for 1,599 national ad airings on 56 networks. (Spend figures are based on estimates generated from Feb. 4-10. Estimates may be updated after the chart is posted as new information becomes available.) DreamWorks Animation prioritized spend across networks including CBS, NBC and ABC, and during programming such as the 61st Annual Grammy Awards, NBA Basketball and “The Good Doctor.”

Just behind “How to Train Your Dragon: The Hidden World” in second place: Twentieth Century Fox’s “Alita: Battle Angel,” which saw 1,140 national ad airings across 41 networks, with an estimated media value of $4.53 million.

TV ad placements for Universal Pictures’ “Happy Death Day 2U” (EMV: $4.12 million), Metro-Goldwyn-Mayer’s “Fighting With My Family” ($3.37 million) and Warner Bros. Animation’s “The LEGO Movie 2: The Second Part” ($3 million) round out the chart.

Notably, “Happy Death Day 2U” has the best iSpot Attention Index (123) in the ranking, getting 23% 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

$7.98M – How to Train Your Dragon: The Hidden World

Impressions: 457,853,440
Attention Score: 91.80
Attention Index: 95
National Airings: 1,599
Networks: 56
Most Spend On: CBS, NBC
Creative Versions: 43
Est. Lifetime TV Spend: $27.02M
Studio: DreamWorks Animation
Started Airing: 10/28/18

$4.53M – Alita: Battle Angel

Impressions: 321,065,872
Attention Score: 90.96
Attention Index: 86
National Airings: 1,140
Networks: 41
Most Spend On: ESPN, CBS
Creative Versions: 25
Est. Lifetime TV Spend: $27.62M
Studio: Twentieth Century Fox
Started Airing: 12/24/18

$4.12M – Happy Death Day 2U

Impressions: 216,910,340
Attention Score: 93.97
Attention Index: 123
National Airings: 622
Networks: 33
Most Spend On: ABC, FOX
Creative Versions: 15
Est. Lifetime TV Spend: $6.62M
Studio: Universal Pictures
Started Airing: 01/21/19

$3.37M – Fighting With My Family

Impressions: 183,384,216
Attention Score: 91.70
Attention Index: 94
National Airings: 618
Networks: 29
Most Spend On: Fox, E!
Creative Versions: 14
Est. Lifetime TV Spend: $5.59M
Studio: Metro-Goldwyn-Mayer (MGM)
Started Airing: 12/25/18

$3M – The LEGO Movie 2: The Second Part

Impressions: 260,901,488
Attention Score: 91.13
Attention Index: 88
National Airings: 1,087
Networks: 48
Most Spend On: Nick, Cartoon Network
Creative Versions: 69
Est. Lifetime TV Spend: $23.9M
Studio: Warner Bros. Animations
Started Airing: 06/05/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/04/2019 and 02/10/2019.

* 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 nine 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

  • Billie Holiday (1915-1959, born Eleanora Fagan)

    Billie Holiday Documentary Draws Buyers, Concord Boards Project

    Concord, successor to the Billie Holiday Estate, has boarded James Erskine’s documentary “Billie,” which tracks the singer’s life. Altitude Film Sales has revealed sales to several territories. Also joining the film, now in post-production, is the Brazilian colorization artist Marina Amaral. Most of the filmed and still images that exist of Holiday are in black [...]

  • My Extraordinary Summer With Tess review

    Film Review: 'My Extraordinary Summer With Tess'

    Winner of a special mention from the Berlinale Generation KPlus’ adult jury, the family-friendly, light drama “My Extraordinary Summer With Tess” is straightforward youth cinema with surprising emotional depth. Based on a prize-winning novel by Anna Woltz, a beloved Dutch writer of work for young readers, it explores family relationships and emphasizes the importance of [...]

  • UCLA Hollywood Diversity Report: Women, Minorities

    Hollywood Diversity Gains in TV but Falls Short in Movies

    Minorities and women have registered gains in several key areas of television but women continue to lag in movies, according to a report issued Thursday by the Ralph J. Bunche Center for African American Studies at UCLA. “My basic take is that TV is improving more for minorities and women than film,” said Dr. Darnell [...]

  • Ghost Fleet review

    Film Review: 'Ghost Fleet'

    The revelatory documentary “Ghost Fleet” condemns the modern-day slave labor fueling the Thai fishing industry while focusing on the work of Bangkok-based advocacy organization Labor Rights Promotion Network Foundation (LPN), a group dedicated to ending slavery at sea. Combining chilling testimony from formerly enslaved men, some wincingly arty recreations of their ordeals, and on-the-ground footage [...]

  • WGA West Logo

    WGA Plans March 25 Member Vote on Talent Agency Rules

    Leaders of the Writers Guild of America plan a March 25 vote for members to decide whether to implement tough new restrictions on how Hollywood talent agencies as operate as agents for writer clients. The vote comes as the guild is in the midst of pitched negotiations with the Association of Talent Agents to renew [...]

  • Netflix Buys Chinese Sci-fi Hit 'The

    Netflix Buys Chinese Sci-fi Hit 'The Wandering Earth'

    Netflix has bought rights to “The Wandering Earth,“ the smash hit film pitched as China’s first mainstream sci-fi movie. The movie was the sleeper hit of Chinese New Year. It opened in fourth position on Feb. 5 but climbed to the top spot and has not yet relinquished it. After 14 days in theaters, the [...]

  • Michael B. JordanAFI Awards Luncheon, Los

    Film News Roundup: Michael B. Jordan's Hitman Drama 'Silver Bear' Gets Director

    In today’s film news roundup, Michael B. Jordan’s “The Silver Bear” finds a director, biopic “Running for My Life” is in the works, Fox is using new trailer compliance software and the 14-hour “La Flor” gets distribution. DIRECTOR ATTACHMENT Gerard McMurray, director of “The First Purge,” will write and direct Michael B. Jordan’s thriller “The [...]

More From Our Brands

Access exclusive content