‘Missing Link’ 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, Annapurna Pictures claims the top spot in spending with “Missing Link.”

Ads placed for the animated film had an estimated media value of $7.28 million through Sunday for 1,743 national ad airings on 42 networks. (Spend figures are based on estimates generated from April 1-7. Estimates may be updated after the chart is posted as new information becomes available.) Annapurna prioritized spend across networks including NBC, Nick and CBS, and during programming such as “SpongeBob SquarePants,” “The Late Show With Stephen Colbert” and “The Loud House.”

Just behind “Missing Link” in second place: Lionsgate’s “Hellboy,” which saw 1,068 national ad airings across 30 networks, with an estimated media value of $5.69 million.

TV ad placements for Universal Pictures’ “Little” (EMV: $5.01 million), Warner Bros.’ “Shazam!” ($4.63 million) and Lionsgate’s “Long Shot” ($4.26 million) round out the chart.

Notably, “Missing Link” and “Long Shot” are tied for the best iSpot Attention Index (104) in the ranking, getting 4% 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

$7.28M – Missing Link

Impressions: 506,656,986
Attention Score: 92.38
Attention Index: 104
National Airings: 1,743
Networks: 42
Most Spend On: NBC, Nick
Creative Versions: 28
Est. Lifetime TV Spend: $24.93M
Studio: Annapurna Pictures
Started Airing: 02/16/19

$5.69M – Hellboy

Impressions: 333,565,672
Attention Score: 91.20
Attention Index: 90
National Airings: 1,068
Networks: 30
Most Spend On: CBS, TBS
Creative Versions: 29
Est. Lifetime TV Spend: $15.22M
Studio: Lionsgate
Started Airing: 12/19/18

$5.01M – Little

Impressions: 309,652,233
Attention Score: 91.65
Attention Index: 95
National Airings: 1,113
Networks: 39
Most Spend On: NBC, ABC
Creative Versions: 37
Est. Lifetime TV Spend: $16.36M
Studio: Universal Pictures
Started Airing: 01/28/19

$4.63M – Shazam!

Impressions: 360,639,899
Attention Score: 90.20
Attention Index: 81
National Airings: 1,340
Networks: 51
Most Spend On: CBS, NBC
Creative Versions: 83
Est. Lifetime TV Spend: $26.1M
Studio: Warner Bros.
Started Airing: 01/20/19

$4.26M – Long Shot

Impressions: 163,361,570
Attention Score: 92.45
Attention Index: 104
National Airings: 380
Networks: 23
Most Spend On: CBS, NBC
Creative Versions: 4
Est. Lifetime TV Spend: $6.64M
Studio: Lionsgate
Started Airing: 03/12/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/01/2019 and 04/07/2019.

* 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.


More Digital

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

  • Google Stadia Pro to Include 1

    Google’s Stadia Game Streaming Service to Include Free Monthly Game

    Google has been busy sharing additional details about its upcoming game streaming service Stadia, clearing up some confusion in the process. Stadia’s pro subscription tier, which will cost $10 per month, won’t be a Netflix-type subscription service. However, subscribers will get free games at the rate of about a title per month. That’s according to [...]

  • Crypt-TV-Facebook

    Facebook Signs Deal With Crypt TV for Slate of Five Horror Series

    Crypt TV, the digital studio founded by Eli Roth and Jack Davis and backed by Jason Blum, expanded its deal with Facebook, inking a content partnership to create a slate of five horror and monster-themed series exclusively for Facebook Watch. For Facebook Watch, it’s one of the first deals for a full slate of content [...]

More From Our Brands

Access exclusive content