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‘The Secret Life of Pets 2’ Yet Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by TV ad measurement and attribution company iSpot.tv, Universal Pictures claims the top spot in spending for the fourth week in a row with “The Secret Life of Pets 2.”

Ads placed for the animated film had an estimated media value of $7.36 million through Sunday for 1,966 national ad airings on 50 networks. (Spend figures are based on estimates generated from June 3-9. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across networks including NBC, ABC and USA Network, and during programming such as the 2019 NBA Finals, the 2019 Stanley Cup Final and “American Ninja Warrior.”

Just behind “The Secret Life of Pets 2” in second place: Twentieth Century Fox’s “Dark Phoenix,” which saw 2,468 national ad airings across 50 networks, with an estimated media value of $6.2 million.

TV ad placements for Disney Pixar’s “Toy Story 4” (EMV $4.2 million), Universal Pictures’ “Yesterday” ($3.89 million) and Columbia Pictures’ “Men in Black: International” ($3.87 million) round out the chart.

Notably, “Men in Black: International” has the best iSpot Attention Index (112) in the ranking, getting 12% 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

$7.36M – The Secret Life of Pets 2

Impressions: 514,659,508
Attention Score: 92.65
Attention Index: 100
National Airings: 1,966
Networks: 50
Most Spend On: NBC, ABC
Creative Versions: 103
Est. Lifetime TV Spend: $44.89M
Studio: Universal Pictures
Started Airing: 11/22/18

$6.2M – Dark Phoenix

Impressions: 542,673,032
Attention Score: 91.31
Attention Index: 85
National Airings: 2,468
Networks: 50
Most Spend On: ABC, Adult Swim
Creative Versions: 38
Est. Lifetime TV Spend: $29.97M
Studio: Twentieth Century Fox
Started Airing: 04/08/19

$4.2M – Toy Story 4

Impressions: 262,745,270
Attention Score: 93.04
Attention Index: 106
National Airings: 629
Networks: 35
Most Spend On: ABC, NBC
Creative Versions: 22
Est. Lifetime TV Spend: $14.63M
Studio: Disney Pixar
Started Airing: 12/16/18

$3.89M – Yesterday

Impressions: 187,669,078
Attention Score: 92.52
Attention Index: 98
National Airings: 556
Networks: 30
Most Spend On: NBC, CBS
Creative Versions: 7
Est. Lifetime TV Spend: $11.85M
Studio: Universal Pictures
Started Airing: 03/11/19

$3.87M – Men in Black: International

Impressions: 318,667,584
Attention Score: 93.48
Attention Index: 112
National Airings: 1,101
Networks: 38
Most Spend On: ABC, Nick
Creative Versions: 21
Est. Lifetime TV Spend: $13.87M
Studio: Columbia Pictures
Started Airing: 12/20/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 06/03/2019 and 06/09/2019.

* 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.

 

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