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‘Wonder Park’ 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, Paramount Pictures claims the top spot in spending with “Wonder Park.”

Ads placed for the animated film had an estimated media value of $6.9 million through Sunday for 1,167 national ad airings on 29 networks. (Spend figures are based on estimates generated from Feb. 18-24. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including Nick, NBC and CBS, and during programming such as “SpongeBob SquarePants,” “This Is Us” and “The Loud House.”

Just behind “Wonder Park” in second place: DreamWorks Animation’s “How to Train Your Dragon: The Hidden World,” which saw 1,914 national ad airings across 53 networks, with an estimated media value of $6.71 million.

TV ad placements for Lionsgate’s “A Madea Family Funeral” (EMV: $4.94 million), MGM’s “Fighting With My Family” ($4.57 million) and Walt Disney Pictures’ “The Lion King” ($4.4 million) round out the chart.

Notably, “Wonder Park” has the best iSpot Attention Index (114) in the ranking, getting 14% 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

$6.9M – Wonder Park

Impressions: 330,547,835
Attention Score: 93.79
Attention Index: 114
National Airings: 1,167
Networks: 29
Most Spend On: Nick, NBC
Creative Versions: 15
Est. Lifetime TV Spend: $14.46M
Studio: Paramount Pictures
Started Airing: 07/20/18

$6.71M – How to Train Your Dragon: The Hidden World

Impressions: 539,605,683
Attention Score: 90.78
Attention Index: 78
National Airings: 1,914
Networks: 53
Most Spend On: NBC, CBS
Creative Versions: 95
Est. Lifetime TV Spend: $42.69M
Studio: DreamWorks Animation
Started Airing: 10/28/18

$4.94M – A Madea Family Funeral

Impressions: 314,843,518
Attention Score: 93.57
Attention Index: 111
National Airings: 1,117
Networks: 35
Most Spend On: NBC, FOX
Creative Versions: 19
Est. Lifetime TV Spend: $10.75M
Studio: Lionsgate
Started Airing: 02/03/19

$4.57M – Fighting With My Family

Impressions: 321,361,385
Attention Score: 88.73
Attention Index: 64
National Airings: 1,150
Networks: 38
Most Spend On: Adult Swim, CBS
Creative Versions: 51
Est. Lifetime TV Spend: $15.53M
Studio: Metro-Goldwyn-Mayer (MGM)
Started Airing: 12/25/18

$4.4M – The Lion King

Impressions: 17,808,117
Attention Score: 84.61
Attention Index: 47
National Airings: 1
Networks: 1
Most Spend On: ABC
Creative Versions: 1
Est. Lifetime TV Spend: $7.12M
Studio: Walt Disney Pictures
Started Airing: 11/22/18

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/18/2019 and 02/24/2019.

* 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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