In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Lionsgate claims the top spot in spending with “Knives Out.”
Ads placed for the murder mystery had an estimated media value of $6.2 million through Sunday for 1,106 national ad airings on 34 networks. (Spend figures are based on estimates generated from Nov. 18-24. Estimates may be updated after the chart is posted as new information becomes available.) Lionsgate prioritized spend across networks including Fox, NBC and ABC, and during programming such as NFL Football, “The Walking Dead” and “The Late Show With Stephen Colbert.”
Just behind “Knives Out” in second place: Walt Disney Animation’s “Frozen 2,” which saw 1,222 national ad airings across 37 networks, with an estimated media value of $5.7 million.
TV ad placements for Warner Bros.’ “Richard Jewell” (EMV: $4.95 million), Universal Pictures’ “Queen & Slim” ($4.53 million) and Lucasfilm’s “Star Wars: The Rise of Skywalker” ($4.44 million) round out the chart.
Notably, “Knives Out” has the best iSpot Attention Index (117) in the ranking, getting 17% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
1 Movie titles with a minimum spend of $100,000 for airings detected between 11/18/2019 and 11/24/2019.
* 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 in its respective industry. 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.