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 for the second week in a row with “Transformers: The Last Knight.”
Ads placed for the latest installment of the sci-fi/action franchise had an estimated media value of $6.8 million through Sunday for 1,422 national ad airings across 39 networks. (Spend figures are based on estimates generated from June 12-18. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized budget for its “Transformers” TV commercials during the 2017 NBA Finals.
Just behind “Transformers” in second place: Universal Studios’ “Despicable Me 3,” which saw 1,448 national ad airings across 43 networks, with an estimated media value of $6.61 million.
TV ad placements for Walt Disney Studios’ “Cars 3” (EMV: $5.41 million), Sony Pictures’ “Spider-Man: Homecoming” ($5.27 million) and Entertainment Studios’ “47 Meters Down” ($3.75 million) round out the chart.
Top Movie Commercials by Weekly TV Spend
$6.8M – Transformers: The Last Knight
$6.61M – Despicable Me 3
$5.41M – Cars 3
$5.27M – Spider-Man: Homecoming
$3.75M – 47 Meters Down
1 Movie titles with a minimum spend of $100,000 for airings detected between 06/12/2017 and 06/18/2017.
* 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.
Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TV screens, 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.