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In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Universal Pictures claims the top spot in spending with “1917.”

Ads placed for the drama had an estimated media value of $10.41 million through Sunday for 692 national ad airings on 30 networks. (Spend figures are based on estimates generated from Dec. 30 through Jan. 5. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across networks including NBC, ESPN and Fox, and during programming such as NFL Football, College Football and the 77th Annual Golden Globe Awards. 

Just behind “1917” in second place: Universal’s “Dolittle,” which saw 922 national ad airings across 35 networks, with an estimated media value of $5.77 million. 

TV ad placements for Columbia Pictures’ “Bad Boys for Life” (EMV: $4.18 million), Paramount Pictures’ “Like a Boss” ($3.9 million) and Warner Bros.’ “Just Mercy” ($3.72 million) round out the chart.  

Notably, “Like a Boss” has the best iSpot Attention Index (123) in the ranking, getting 23% 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

$10.41M – 1917

Impressions: 482,589,811
Attention Score: 92.50
Attention Index: 80
National Airings: 692
Networks: 30
Most Spend On: NBC, ESPN
Creative Versions: 36
Est. Lifetime TV Spend: $31.6M
Studio: Universal Pictures
Started Airing: 08/19/19

$5.77M – Dolittle

Impressions: 271,533,879
Attention Score: 91.68
Attention Index: 72
National Airings: 922
Networks: 35
Most Spend On: FOX, NBC
Creative Versions: 20
Est. Lifetime TV Spend: $19.04M
Studio: Universal Pictures
Started Airing: 10/13/19

$4.18M – Bad Boys for Life

Impressions: 224,702,574
Attention Score: 92.91
Attention Index: 85
National Airings: 709
Networks: 29
Most Spend On: FOX, ESPN
Creative Versions: 11
Est. Lifetime TV Spend: $8.98M
Studio: Columbia Pictures
Started Airing: 09/05/19

$3.9M – Like a Boss

Impressions: 271,922,708
Attention Score: 95.35
Attention Index: 123
National Airings: 1,206
Networks: 29
Most Spend On: MTV, Comedy Central
Creative Versions: 28
Est. Lifetime TV Spend: $12.79M
Studio: Paramount Pictures
Started Airing: 10/14/19

$3.72M – Just Mercy

Impressions: 343,196,688
Attention Score: 93.76
Attention Index: 96
National Airings: 721
Networks: 42
Most Spend On: FOX, ABC
Creative Versions: 58
Est. Lifetime TV Spend: $16.88M
Studio: Warner Bros.
Started Airing: 09/04/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 12/30/2019 and 01/05/2020.

* 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.