You will be redirected back to your article in seconds

‘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.


Popular on Variety

More Digital

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

  • Former head of CAA China Peter

    Peter Loehr to Spearhead Asia Expansion of Genies Avatar Venture (EXCLUSIVE)

    Peter Loehr, the former head of CAA in China, and seasoned music executive John Possman have been tapped by digital avatar company Genies to lead its expansion into Asia. The company’s proprietary avatar technology allows users to express ideas, thoughts and feelings in a different way from text, audio and video. Within the app and [...]

  • Tim Connolly - Quibi

    Quibi Head of Partnerships and Advertising Tim Connolly Departs

    Tim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the mobile TV subscription startup founded by Jeffrey Katzenberg. Connolly’s exit comes eight months ahead of Quibi’s planned April 2020 debut. A Quibi rep declined to comment on his departure, which was first reported by Business [...]

More From Our Brands

Access exclusive content