×

‘Avengers: Endgame’ 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, Marvel claims the top spot in spending for the second week in a row with “Avengers: Endgame.”

Ads placed for the superhero film had an estimated media value of $6.54 million through Sunday for 1,082 national ad airings on 40 networks. (Spend figures are based on estimates generated from April 22-28. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across networks including ABC, NBC and ESPN, and during programming such as NBA Basketball, the 2019 NFL Draft and “The Voice.”

Just behind “Avengers: Endgame” in second place: Lionsgate’s “Long Shot,” which saw 1,145 national ad airings across 27 networks, with an estimated media value of $4.57 million.

TV ad placements for Universal Pictures’ “A Dog’s Journey” (EMV: $4.06 million), Warner Bros.’ “Pokémon Detective Pikachu” ($3.45 million) and Lionsgate’s “John Wick: Chapter 3 – Parabellum” ($2.9 million) round out the chart.

Notably, “A Dog’s Journey” has the best iSpot Attention Index (109) in the ranking, getting 9% 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

$6.54M – Avengers: Endgame

Impressions: 531,273,365
Attention Score: 91.69
Attention Index: 93
National Airings: 1,082
Networks: 40
Most Spend On: ABC, NBC
Creative Versions: 104
Est. Lifetime TV Spend: $20.74M
Studio: Marvel
Started Airing: 12/06/2018

$4.57M – Long Shot

Impressions: 431,990,830
Attention Score: 91.61
Attention Index: 93
National Airings: 1,145
Networks: 27
Most Spend On: ABC, Comedy Central
Creative Versions: 28
Est. Lifetime TV Spend: $19.96M
Studio: Lionsgate
Started Airing: 05/03/19

$4.06M – A Dog’s Journey

Impressions: 260,184,271
Attention Score: 92.89
Attention Index: 109
National Airings: 782
Networks: 39
Most Spend On: NBC, TNT
Creative Versions: 9
Est. Lifetime TV Spend: $6.53M
Studio: Universal Pictures
Started Airing: 01/31/2019

$3.45M – Pokémon Detective Pikachu

Impressions: 250,510,965
Attention Score: 92.35
Attention Index: 102
National Airings: 835
Networks: 52
Most Spend On: ABC, TNT
Creative Versions: 24
Est. Lifetime TV Spend: $15.61M
Studio: Warner Bros.
Started Airing: 11/11/18

$2.9M – John Wick: Chapter 3 – Parabellum

Impressions: 136,772,887
Attention Score: 90.12
Attention Index: 79
National Airings: 332
Networks: 24
Most Spend On: TNT, ESPN
Creative Versions: 8
Est. Lifetime TV Spend: $11.2M
Studio: Lionsgate
Started Airing: 01/20/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 04/22/2019 and 04/28/2019.

* 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 Film

  • Noele trailer Anna Kendrick

    Disney Unveils 'Noelle' Trailer Starring Anna Kendrick, Bill Hader

    Among the many announcements at the D23 Expo, Disney debuted the first look at holiday feature “Noelle,” which is set to premiere exclusively on Disney Plus this fall. “It isn’t Christmas without Santa’s Sister,” Walt Disney Studios said of the film on Twitter. Starring Anna Kendrick and Bill Hader, the Christmas flick tells the story [...]

  • A Hidden Life Movie Austria

    Film News Roundup: Austin Festival Selects Terrence Malick's 'A Hidden Life'

    In today’s film news roundup, the Austin Film Festival selects a Terrence Malick title, “A Day Without a Mexican” gets a sequel and DCR Finance signs a first-look deal. FESTIVAL SCREENING The Austin Film Festival will screen Terrence Malick’s “A Hidden Life,” which won the Francois Chalais and Ecumenical Jury awards at the Cannes Film [...]

  • Blake Lively

    Blake Lively's 'Rhythm Section' Moved Back to 2020

    Paramount Pictures has moved the release date of Blake Lively’s “The Rhythm Section” back two months from Nov. 22 to Jan. 31, 2020, the weekend of Super Bowl LIV. The spy tale, adapted from Mark Burnell’s novels surrounding character Stephanie Patrick, is produced by James Bond producers Barbara Broccoli and Michael G. Wilson through their [...]

  • The Mandalorian

    'The Mandalorian': Watch the First Trailer for 'Star Wars' Series

    The gunslinging lone warrior — the Mandalorian, as they call him — calls the far reaches of the “Star Wars” galaxy home. Disney dropped the first trailer for the spinoff series during its biennial D23 convention on Friday, finally giving fans a closer look at the franchise’s newest character. “The Mandalorian” creator Jon Favreau, who [...]

  • Lady and the Tramp trailer

    'Lady and the Tramp': Disney's Live-Action Remake Gets First Trailer (Watch)

    Ready your dog-friendly bowl of spaghetti, Disney has debuted the first trailer for its live-action remake of “Lady and the Tramp,” starring Tessa Thompson and Justin Theroux. The teaser was released during Disney’s D23 Expo in Anaheim at the Disney + presentation. In addition to Thompson and Theroux, who play the Lady and Tramp, respectively, [...]

  • Mickey Mouse waves to members of

    Spider-Man, Spicer and Splashy First-Looks: Everything We're Looking For at D23

    As if Disney hasn’t owned enough weekends this year at the box office, the biennial D23 Expo will light up Anaheim, Calif. over the next three days to celebrate the content monolith. From a new Netflix-competing streaming platform to scores of movie and series reveals — along with a few hot controversies to confront — [...]

  • Angel Has Fallen

    'Angel Has Fallen' to Dominate Modest Box Office With $20 Million Weekend

    Gerard Butler and Morgan Freeman are leading the way at the North American box office with “Angel Has Fallen” on its way to about $20 million, early estimates showed Friday. Should forecasts hold, “Angel Has Fallen” will take in about double the next title, Universal’s second weekend of raunchy comedy “Good Boys” with about $10 [...]

More From Our Brands

Access exclusive content