‘Onward’ Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Disney Pixar claims the top spot in spending for the second week in a row with “Onward.”

Ads placed for the animated film had an estimated media value of $5.06 million through Sunday for 905 national ad airings on 34 networks. (Spend figures are based on estimates generated from Feb. 17-23. Estimates may be updated after the chart is posted as new information becomes available.) Disney Pixar prioritized spend across networks including ABC, Nick and Univision, and during programming such as “SpongeBob SquarePants,” “Premio Lo Nuestro” and “Grey’s Anatomy.” 

Just behind “Onward” in second place: Twentieth Century Fox’s “The Call of the Wild,” which saw 1,379 national ad airings across 42 networks, with an estimated media value of $4.76 million. 

TV ad placements for Universal Pictures’ “The Invisible Man” (EMV: $4.57 million), Warner Bros.’ “The Way Back” ($2.67 million) and Columbia Pictures’ “Bloodshot” ($2.31 million) round out the chart.  

Notably, “Onward” has the best iSpot Attention Index (131) in the ranking, getting 31% 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

$5.06M – Onward

Impressions: 314,885,258
Attention Score: 96.94
Attention Index: 131
National Airings: 905
Networks: 34
Most Spend On: ABC, Nick
Creative Versions: 34
Est. Lifetime TV Spend: $26M
Studio: Disney Pixar
Started Airing: 05/30/19

$4.76M – The Call of the Wild

Impressions: 517,853,227
Attention Score: 93.41
Attention Index: 67
National Airings: 1,379
Networks: 42
Most Spend On: NBC, Nick
Creative Versions: 52
Est. Lifetime TV Spend: $26.19M
Studio: Twentieth Century Fox
Started Airing: 11/20/19

$4.57M – The Invisible Man

Impressions: 258,066,052
Attention Score: 94.87
Attention Index: 86
National Airings: 925
Networks: 43
Most Spend On: ABC, AMC
Creative Versions: 23
Est. Lifetime TV Spend: $15.61M
Studio: Universal Pictures
Started Airing: 11/06/19

$2.67M – The Way Back

Impressions: 225,508,354
Attention Score: 96.34
Attention Index: 117
National Airings: 460
Networks: 29
Most Spend On: CBS, FOX
Creative Versions: 12
Est. Lifetime TV Spend: $7.51M
Studio: Warner Bros.
Started Airing: 11/13/19

$2.31M – Bloodshot

Impressions: 90,164,169
Attention Score: 95.53
Attention Index: 99
National Airings: 362
Networks: 29
Most Spend On: AMC, Adult Swim
Creative Versions: 6
Est. Lifetime TV Spend: $3.38M
Studio: Columbia Pictures
Started Airing: 10/21/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 02/17/2020 and 02/23/2020.

* 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.


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