You will be redirected back to your article in seconds

‘Knives Out’ Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Lionsgate claims the top spot in spending with “Knives Out.”

Ads placed for the drama had an estimated media value of $6.23 million through Sunday for 514 national ad airings on 28 networks. (Spend figures are based on estimates generated from Nov. 4-10. Estimates may be updated after the chart is posted as new information becomes available.) Lionsgate prioritized spend across networks including NBC, Fox and ESPN, and during programming such as NFL Football, “This Is Us” and “The Masked Singer.”  

Just behind “Knives Out” in second place: Twentieth Century Fox’s “Ford v. Ferrari,” which saw 529 national ad airings across 30 networks, with an estimated media value of $5.32 million. 

TV ad placements for Walt Disney Animation’s “Frozen 2” (EMV: $4.92 million), Paramount Pictures’ “Playing With Fire” ($4.71 million) and Universal Pictures’ “Last Christmas” ($4.13 million) round out the chart.  

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$6.23M – Knives Out

Impressions: 304,613,897
Attention Score: 92.73
Attention Index: 79
National Airings: 514
Networks: 28
Most Spend On: NBC, FOX
Creative Versions: 15
Est. Lifetime TV Spend: $14.24M
Studio: Lionsgate
Started Airing: 07/02/19

$5.32M – Ford v. Ferrari

Impressions: 311,568,100
Attention Score: 92.88
Attention Index: 80
National Airings: 529
Networks: 30
Most Spend On: FOX, ESPN
Creative Versions: 19
Est. Lifetime TV Spend: $20.97M
Studio: Twentieth Century Fox
Started Airing: 06/02/19

$4.92M – Frozen 2

Impressions: 317,165,850
Attention Score: 93.57
Attention Index: 89
National Airings: 826
Networks: 31
Most Spend On: ABC, NBC
Creative Versions: 23
Est. Lifetime TV Spend: $17.65M
Studio: Walt Disney Animation
Started Airing: 02/13/19

$4.71M – Playing With Fire

Impressions: 422,074,176
Attention Score: 93.44
Attention Index: 87
National Airings: 1,171
Networks: 34
Most Spend On: ESPN, ABC
Creative Versions: 18
Est. Lifetime TV Spend: $21.41M
Studio: Paramount Pictures
Started Airing: 07/17/19

$4.13M – Last Christmas

Impressions: 282,675,455
Attention Score: 94.10
Attention Index: 97
National Airings: 626
Networks: 24
Most Spend On: ABC, NBC
Creative Versions: 19
Est. Lifetime TV Spend: $20.63M
Studio: Universal Pictures
Started Airing: 08/14/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 11/04/2019 and 11/10/2019.

* 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 in its respective industry. 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 always-on 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 Digital

  • YouTube-Rewind-2019

    YouTube Rewind 2019 Scraps Old Format After Last Year's Torrent of Dislikes

    YouTube has taken a brand-new approach with this year’s YouTube Rewind mashup video — dropping its tradition of highly produced original videos segments. Instead, the 2019 version is a montage of what the platform says were the biggest moments and milestones from around the world on YouTube. The move came after the 2018 YouTube Rewind [...]

  • PewDiePie

    PewDiePie Is the Most-Watched YouTube Creator of 2019 With 4 Billion Views

    PewDiePie’s Bro Army remains stronger than ever: The top YouTuber is the most-viewed creator of 2019 on the platform year-to-date, with more than 4 billion views this year, according to YouTube. The comedian, game vlogger and meme aficionado, whose real name is Felix Kjellberg, is also the most-subscribed individual YouTube creator, currently with 102 million [...]

  • Variety Summit Examines Streaming Options and

    Variety Summit Examines Streaming Options and Innovation

    Analytics, monetization and the expanding landscape of entertainment will be the focus of Variety’s Innovate Summit: Discovery & Data Science in Media on Dec. 5 in West Hollywood. The event is presented by PwC. The summit will feature 32 speakers, each considered industry leaders in the emerging world of streaming. Each panel will speak to [...]

  • Talas World Xandra

    Amazon Alexa Gets First Interactive Audio Original, Courtesy of Xandra (EXCLUSIVE)

    First there was “Bandersnatch,” now there is “Tala’s World.” Interactive media is making the jump to smart speakers, starting with a new serialized young adult adventure series produced by audio startup Xandra, and licensed exclusively by Amazon. “Tala’s World” consists of seven episodes, which invite listeners to come along on an audio adventure that involves [...]

  • Billie Eilish Dazzles Crowd With Intimate

    Billie Eilish Dazzles Crowd With Intimate Acoustic Set at Apple Headquarters

    “This is really insane. Nothing like this has ever been done on this stage.” Billie Eilish was addressing the packed crowd midway through her set at the Steve Jobs Theater at Apple Park in California’s Silicon Valley, marking the first time an artist has given a public concert at the iconic home to Apple’s keynote [...]

  • James-Charles-YouTube

    YouTube Reveals 2019 Top-Trending Videos, Most-Viewed Music Videos

    YouTube is out with its year-in-review lists for 2019, documenting the top videos, trends, creators, music, games and more. Leading the list of U.S. top-trending videos was beauty influencer James Charles’ “No More Lies” (pictured above), his video response to accusations of betrayal and misbehavior by vlogger Tati Westbrook. After the controversy blew up in [...]

  • Billie Eilish in Talks With Apple

    Billie Eilish Nearing Deal With Apple TV Plus for R.J. Cutler-Helmed Documentary

    Apple TV Plus is nearing a deal to acquire a yet-untitled Billie Eilish documentary, directed by R.J. Cutler and produced by Interscope Films, a source close to the situation confirmed to Variety. While reports have that said that film is part of a $25 million deal and has a budget between $1-2 million, a source [...]

More From Our Brands

Access exclusive content