×

‘Terminator: Dark Fate’ 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, Paramount Pictures claims the top spot in spending with “Terminator: Dark Fate.”

Ads placed for the sci-fi action film had an estimated media value of $6.81 million through Sunday for 796 national ad airings on 34 networks. (Spend figures are based on estimates generated from Oct. 14-20. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including Fox, CBS and NBC, and during programming such as NFL Football, MLB Baseball and NBA Basketball. 

Just behind “Terminator: Dark Fate” in second place: Paramount’s “Playing With Fire,” which saw 717 national ad airings across 29 networks, with an estimated media value of $4.73 million. 

TV ad placements for Walt Disney Pictures’ “Maleficent: Mistress of Evil” (EMV: $4.71 million), Universal Pictures’ “Last Christmas” ($4.12 million) and Lionsgate’s “Midway” ($4.07 million) round out the chart.  

Notably, “Last Christmas” 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

$6.81M – Terminator: Dark Fate

Impressions: 292,281,522
Attention Score: 93.31
Attention Index: 77
National Airings: 796
Networks: 34
Most Spend On: FOX, CBS
Creative Versions: 18
Est. Lifetime TV Spend: $15.43M
Studio: Paramount Pictures
Started Airing: 05/30/19

$4.73M – Playing With Fire

Impressions: 240,927,450
Attention Score: 93.56
Attention Index: 80
National Airings: 717
Networks: 29
Most Spend On: NBC, FOX
Creative Versions: 11
Est. Lifetime TV Spend: $6.42M
Studio: Paramount Pictures
Started Airing: 07/17/19

$4.71M – Maleficent: Mistress of Evil

Impressions: 414,404,521
Attention Score: 94.31
Attention Index: 91
National Airings: 891
Networks: 36
Most Spend On: NBC, ABC
Creative Versions: 61
Est. Lifetime TV Spend: $22.6M
Studio: Walt Disney Pictures
Started Airing: 07/24/19

$4.12M – Last Christmas

Impressions: 234,832,895
Attention Score: 96.22
Attention Index: 127
National Airings: 670
Networks: 25
Most Spend On: NBC, ABC
Creative Versions: 9
Est. Lifetime TV Spend: $9.08M
Studio: Universal Pictures
Started Airing: 08/14/19

$4.07M – Midway

Impressions: 226,286,642
Attention Score: 95.68
Attention Index: 116
National Airings: 385
Networks: 17
Most Spend On: FOX, ESPN
Creative Versions: 3
Est. Lifetime TV Spend: $6.40M
Studio: Lionsgate
Started Airing: 07/01/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 10/14/2019 and 10/20/2019.

* 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 Film

  • Jared Harris arrives at the 26th

    No, Jared Harris is Not Playing Doctor Octopus in Marvel's 'Morbius'

    The first-ever trailer for Marvel and Sony’s next Spider-man spinoff “Morbius” left comic book fans reeling with theories. While the plight of the main character, Dr. Michael Morbius (Jared Leto) – a scientist dying of a rare blood disease who accidentally turns himself into a vampire – seemed ripped right out of the comics, the [...]

  • SAG Awards 2020: What You Didn't

    SAG Awards 2020: From Charlize Theron to 'Parasite,' What You Didn't See on TV

    Brad Pitt made a crack about his marriages. Robert De Niro got political. And Jennifer Aniston talked about appearing in a commercial for Bob’s Big Boy. Those were just some of thing that happened on stage at the SAG Awards that were broadcast on TNT/TBS on Sunday night. However, Variety was inside the Shrine Auditorium [...]

  • Will Smith and Martin Lawrence star

    'Bad Boys for Life' Triumphs on MLK Weekend With $73 Million Launch

    “Bad Boys for Life” has given a jolt to the North American box office, blasting past forecasts with a $73.4 million opening at 3,775 sites over the Martin Luther King Jr. holiday weekend. The third iteration of the Will Smith-Martin Lawrence action comedy franchise will finish the Friday-Monday as Sony Pictures’ biggest R-rated opening ever [...]

  • Laurene Powell Jobs

    Laurene Powell Jobs Invests in Davis Guggenheim's Concordia Studio

    Oscar-winning director Davis Guggenheim and Jonathan King are launching Concordia Studio in partnership with Laurene Powell Jobs’ Emerson Collective. Powell Jobs, the widow of Apple co-founder Steve Jobs, founded social change organization Emerson Collective in 2004. Emerson Collective became the majority owner of the Atlantic in 2017 and made an investment in 2018 in Reese [...]

  • Jumbo

    Noémie Merlant on Sundance Player 'Jumbo,' Feature Directorial Debut 'Mi Lubita'

    French actor Noémie Merlant plays a young woman who falls in love with a funfair ride in Zoé Wittock’s “Jumbo,” which is screening in Sundance’s World Cinema Dramatic Competition. Variety spoke to her about the film, and her debut feature as director “Mi Lubita.” Merlant is viewed as one of the most promising actors of [...]

  • Under the Stars of Paris

    Claus Drexel on 'Under the Stars of Paris,' and Prostitution Documentary 'The Amazons'

    One of the widest-selling titles at the UniFrance Rendez-Vous, a showcase of French cinema that wraps Monday, is Claus Drexel’s “Under the Stars of Paris.” The French-German speaks to Variety about the pic and his upcoming prostitution documentary “The Amazons.” “Under the Stars of Paris” centers on a homeless woman – played by Catherine Frot [...]

More From Our Brands

Access exclusive content