×

‘Spies in Disguise’ 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, Twentieth Century Fox claims the top spot in spending with “Spies in Disguise.”

Ads placed for the animated film had an estimated media value of $6.63 million through Sunday for 937 national ad airings on 37 networks. (Spend figures are based on estimates generated from Dec. 16-22. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox prioritized spend across networks including Fox, NBC and ABC, and during programming such as NFL Football, “The Masked Singer” and “The Voice.”  

Just behind “Spies in Disguise” in second place: Universal Pictures’ “Cats,” which saw 1,479 national ad airings across 44 networks, with an estimated media value of $6.42 million. 

TV ad placements for Universal Pictures’ “1917” (EMV: $5.84 million), Lucasfilm’s “Star Wars: The Rise of Skywalker” ($5.61 million) and Twentieth Century Fox’s “Underwater” ($4.4 million) round out the chart.  

Notably, “1917” has the best iSpot Attention Index (127) in the ranking, getting 27% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Popular on Variety

Top Movie Commercials by Weekly TV Spend

Data provided by iSpot.tv

$6.63M – Spies in Disguise

Impressions: 414,620,874
Attention Score: 94.81
Attention Index: 123
National Airings: 937
Networks: 37
Most Spend On: FOX, NBC
Creative Versions: 27
Est. Lifetime TV Spend: $22.19M
Studio: Twentieth Century Fox
Started Airing: 06/18/19

$6.42M – Cats

Impressions: 477,528,078
Attention Score: 90.09
Attention Index: 68
National Airings: 1,479
Networks: 44
Most Spend On: NBC, CBS
Creative Versions: 39
Est. Lifetime TV Spend: $22.96M
Studio: Universal Pictures
Started Airing: 07/23/19

$5.84M – 1917

Impressions: 259,908,735
Attention Score: 95.03
Attention Index: 127
National Airings: 583
Networks: 29
Most Spend On: FOX, CBS
Creative Versions: 11
Est. Lifetime TV Spend: $15.66M
Studio: Universal Pictures
Started Airing: 08/19/19

$5.61M – Star Wars: The Rise of Skywalker

Impressions: 408,668,925
Attention Score: 91.77
Attention Index: 82
National Airings: 1,332
Networks: 40
Most Spend On: ESPN, NBC
Creative Versions: 57
Est. Lifetime TV Spend: $34.98M
Studio: Lucasfilm
Started Airing: 04/16/19

$4.4M – Underwater

Impressions: 153,529,548
Attention Score: 91.04
Attention Index: 76
National Airings: 226
Networks: 18
Most Spend On: FOX, NBC
Creative Versions: 9
Est. Lifetime TV Spend: $6.54M
Studio: Twentieth Century Fox
Started Airing: 08/19/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/16/2019 and 12/22/2019.

* 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 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.

 

More Digital

  • Disney Plus - Vizio

    Disney Plus Is Now on Vizio Smart TVs in Native App

    Disney Plus is available on Vizio’s SmartCast TV platform as a built-in app, making the Mouse House’s subscription-streaming service accessible directly to users of the manufacturer’s 13 million SmartCast-enabled televisions. Previously, Vizio users have been able to stream Disney Plus on SmartCast TVs through Apple AirPlay 2 and Chromecast. But with the Disney Plus update, [...]

  • Best Picture Black Panther

    'Black Panther' Is Leaving Netflix to Come to Disney Plus

    Marvel’s blockbuster “Black Panther” is rolling off Netflix in the U.S. on March 3, 2020 — after which Wakanda fans will be able to stream the movie the next day on Disney Plus. The migration of “Black Panther,” one of the top-grossing superhero films to date, from Netflix to Disney Plus comes as Disney winds [...]

  • GoNoodle I Used a Comma

    Can GoNoodle Climb to the Kid-Media Big Leagues?

    If you’re a parent of grade-school kids in America, the odds are good your tykes know about GoNoodle’s upbeat music and exercise videos, designed to get them up on their feet and moving around. But GoNoodle doesn’t have the same brand recognition as, say, Disney or Nickelodeon — and KC Estenson wants to change that. [...]

  • Friends TV Series

    'Friends' DVD, Digital Sales Soar as It Takes a Break From Streaming

    They’re on a streaming break — but “Friends” will still be there for you. WarnerMedia’s home entertainment division is aiming to capitalize on the brief disappearance of the hit sitcom from streaming video on demand, as fans look for other ways to get their “Friends” fix. Repeats of the wildly popular laffer, which ran for [...]

  • RuPaul

    RuPaul Launches Self-Help Internet Class Teaching You How to 'Work the Runway of Life'

    Legendary drag performer and TV star RuPaul is leading a self-help online course to teach you how to find your identity — and live your best life. The 16-lesson course, offered through online-education platform MasterClass, costs $90 for unlimited access. In RuPaul’s class on “self-expression and authenticity,” he shares experiences from his journey to self-love [...]

  • Spotify and Resident Advisor Announce Ticketing

    Spotify Unveils Ticketing Partnership With Dance Music Platform Resident Advisor

    Spotify today announced a ticketing partnership with influential dance-music website Resident Advisor with the goal of “supporting music communities around the world by increasing attendance to thousands of local venues and parties.” The program will connect Spotify users to events by artists via localized event listings promoted within the application. The program is similar to [...]

  • charlie hunnam TIFF 2019 Kelly Gang

    Apple TV’s 'Shantaram' Halts Production Amid Search for New Showrunner, Weather Problems

    Production of Apple TV Plus’ Charlie Hunnam-starring “Shantaram” has been halted in Australia due to a writing backlog. Only two of 10 episodes shot so far, Variety has confirmed. Though all episodes had been outlined in the writers’ room, it is understood that showrunner and high-profile screenwriter Eric Warren Singer (“Top Gun: Maverick,” “American Hustle”) [...]

More From Our Brands

Access exclusive content