‘The Lion King’ 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, Walt Disney Pictures claims the top spot in spending with “The Lion King.”

Ads placed for the remake had an estimated media value of $5.64 million through Sunday for 1,290 national ad airings on 42 networks. (Spend figures are based on estimates generated from July 8-14. Estimates may be updated after the chart is posted as new information becomes available.) Disney prioritized spend across networks including ABC, Nick and NBC, and during programming such as “SpongeBob SquarePants,” “Big Brother” and MLB Baseball.

Just behind “The Lion King” in second place: Universal Pictures’ “Fast & Furious Presents: Hobbs & Shaw,” which saw 919 national ad airings across 40 networks, with an estimated media value of $5.51 million. 

TV ad placements for Twentieth Century Fox’s “Stuber” (EMV $4.02 million), Columbia Pictures’ “Once Upon a Time in Hollywood” ($3.54 million) and Paramount Pictures’ “Crawl” ($2.55 million) round out the chart. 

Notably, “Once Upon a Time in Hollywood” has the best iSpot Attention Index (142) in the ranking, getting 42% 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

$5.64M – The Lion King

Impressions: 398,088,390
Attention Score: 92.21
Attention Index: 94
National Airings: 1,290
Networks: 42
Most Spend On: ABC, Nick
Creative Versions: 56
Est. Lifetime TV Spend: $25.1M
Studio: Walt Disney Pictures
Started Airing: 11/22/18

$5.51M – Fast & Furious Presents: Hobbs & Shaw

Impressions: 210,610,849
Attention Score: 93.24
Attention Index: 108
National Airings: 919
Networks: 40
Most Spend On: NBC, FOX
Creative Versions: 26
Est. Lifetime TV Spend: $13.57M
Studio: Universal Pictures
Started Airing: 01/31/19

$4.02M – Stuber

Impressions: 314,113,592
Attention Score: 92.53
Attention Index: 98
National Airings: 2,157
Networks: 35
Most Spend On: ABC, FOX
Creative Versions: 18
Est. Lifetime TV Spend: $19.85M
Studio: Twentieth Century Fox
Started Airing: 06/07/19

$3.54M – Once Upon a Time in Hollywood

Impressions: 209,156,475
Attention Score: 95.75
Attention Index: 142
National Airings: 514
Networks: 31
Most Spend On: Discovery Channel, ABC
Creative Versions: 9
Est. Lifetime TV Spend: $10.64M
Studio: Columbia Pictures
Started Airing: 03/19/19

$2.55M – Crawl

Impressions: 230,003,445
Attention Score: 90.69
Attention Index: 79
National Airings: 1,148
Networks: 27
Most Spend On: Adult Swim, MTV
Creative Versions: 14
Est. Lifetime TV Spend: $9.52M
Studio: Paramount Pictures
Started Airing: 05/28/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/08/2019 and 07/14/2019.

* 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.


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