‘Furious 7′ Speeds up TV Ad Spending Chart, ‘Get Hard’ Stays Atop

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Universal Pictures’ “Furious 7″ may have laid down $7.4 million on TV ad spending this week, but it wasn’t enough to catch the $11.4mm behind “Get Hard,” which retained the top position as the movie with the most ad dollars behind it this week.

Warner Bros. supported the Will Ferrell/Kevin Hart comedy with 1,176 national spots across 43 networks led by FXX and MTV, for a lifetime total of $33.1 million on national TV ads. The outlay of $7.4 million for “Furious 7″ accounted for 890 national airings across 38 networks led by Comedy Central and BET.

The list was flush with newcomers this week, with “Insurgent” and “Mission: Impossible Rogue Nation” neck and neck at $6.1 million each. “Insurgent” bought 961 national airings across 31 networks led by TV Guide Network and MTV, while “Mission” focused on 28 national airings on 14 networks led by AMC and TBS.

Finally, the only other holdover from last week bookended the list, with “The Gunman” spending $5.3 million on 1,567 national airings across 34 networks led by Spike and NBA TV.

Overall, Warner Bros. again dominated the week’s spending with a total of $20.2 million on 2,755 national airings on nine spots, nearly twice the $11.2 million Universal Pictures spent for 2,037 national airings for 10 spots. Paramount Pictures ranked third in spending with $8.1 million buying 295 national airings of five spots.

Top Movie Commercials by Weekly TV Spend

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$11.7M – Get Hard

Online Activity: 0.83% within the movie category*

National Airings: 1,176

Networks: 43

Most Aired On: FXX, MTV

Creative Versions: 26

Est. Lifetime TV Spend: $33.1M

Studio: Warner Bros.

Started Airing: 02/13/15

$7.4M – Furious 7

Online Activity: 3.44% within the movie category*

National Airings: 890

Networks: 38

Most Aired On: Comedy Central, BET

Creative Versions: 16

Est. Lifetime TV Spend: $15.9M

Studio: Universal Pictures

Started Airing: 12/28/14

$6.1M – Insurgent

Online Activity: 4.13% within the movie category*

National Airings: 961

Networks: 31

Most Aired On: TV Guide Network, MTV

Creative Versions: 20

Est. Lifetime TV Spend: $21.3M

Studio: Lionsgate

Started Airing: 02/08/15

$6.1M – Mission: Impossible Rogue Nation

Online Activity: 4.01% within the movie category*

National Airings: 28

Networks: 14

Most Aired On: AMC, TBS

Creative Versions: 1

Est. Lifetime TV Spend: $6.1M

Studio: Paramount Pictures

Started Airing: 03/22/15

$5.3M – The Gunman

Online Activity: 0.28% within the movie category*

National Airings: 1,567

Networks: 34

Most Aired On: Spike, NBA TV

Creative Versions: 35

Est. Lifetime TV Spend: $18.4M

Studio: Open Road Films

Started Airing: 02/20/15

¹ Movie titles with a minimum spend of $100,000 for airings detected between 03/16/2015 and 03/22/2015.
* Percent of digital activity captured across online video, social media, and search activity that was stimulated by these movie trailers and measured in comparison to all online activity in the movie category.

Variety has partnered with iSpot.tv, a company that catalogs, tags and measures activity around TV commercials in real time, 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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