‘Captain America: Civil War’ Tops TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Marvel claims the top spot in TV ad spending with “Captain America: Civil War.”

Ads placed for the superhero film had an estimated media value of $5.54 million through Sunday, for 940 national ad airings across 41 networks. Behind it in second place: Warner Bros.’ “The Nice Guys,” which saw 753 national ad airings across 33 networks, with an estimated media value of $5.04 million.

TV ad placements for Sony Pictures’ “The Angry Birds Movie” (EMV: $4.97 million), Warner Bros.’ “Keanu” ($4.16 million) and Gramercy Pictures’ “Ratchet & Clank” ($3.94 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

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$5.54M – Captain America: Civil War

Online Activity: 49.92% within the movie category*

National Airings: 940

Networks: 41

Most Spend On: ABC, NBC

Creative Versions: 39

Est. Lifetime TV Spend: $19.02M

Studio: Marvel

Started Airing: 03/09/16

$5.04M – The Nice Guys

Online Activity: 0.95% within the movie category*

National Airings: 753

Networks: 33

Most Spend On: TNT, CBS

Creative Versions: 12

Est. Lifetime TV Spend: $11.25M

Studio: Warner Bros.

Started Airing: 04/04/16

$4.97M – The Angry Birds Movie

Online Activity: 4.80% within the movie category*

National Airings: 919

Networks: 40

Most Spend On: NBC, Nick

Creative Versions: 12

Est. Lifetime TV Spend: $13M

Studio: Sony Pictures

Started Airing: 01/01/16

$4.16M – Keanu

Online Activity: 5.72% within the movie category*

National Airings: 1,011

Networks: 39

Most Spend On: Comedy Central, ESPN

Creative Versions: 20

Est. Lifetime TV Spend: $17.26M

Studio: Warner Bros.

Started Airing: 03/27/16

$3.94M – Ratchet & Clank

Online Activity: 4.98% within the movie category*

National Airings: 1,107

Networks: 22

Most Spend On: Nick, ABC

Creative Versions: 15

Est. Lifetime TV Spend: $11.85M

Studio: Gramercy Pictures

Started Airing: 03/24/16

¹ Movie titles with a minimum spend of $100,000 for airings detected between 04/25/2016 and 05/01/2016.

* 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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