‘Entourage’ Rolls with TV Ad Spending, ‘Spy’ Sneaks Close Behind
In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, “Entourage” retained its top-billing, with “Spy” sneaking close behind as “Jurassic World” made its debut.
“Entourage” held ground with $9.2 million spent on 1,137 national airings across 40 networks led by VH1 and MTV. While slightly lower than last week’s $9.8 million debut, it was enough to hold off a surging “Spy,” which increased its budget by $1 million over last week. At $8.8 million, the movie’s second-place showing bought 1,511 national airings across 56 networks led by MTV and Comedy Central.
“San Andreas” moved up a peg from fourth to third, spending $7.1 million on 1,052 national airings across 46 networks led by Comedy Central and MTV. While down a bit from last week’s $7.7 million budget, it managed to hold off the fourth-place debut of “Jurassic World.” The chart’s only newcomer spent $7 million on 740 national airings across 45 networks led by Disney XD and Nick.
Finally, “Tomorrowland” again brought up the rear, matching its $6.5 million spend from last week on 1,298 national airings across 39 networks led by Disney XD and the Disney Channel.
For the week, the entire movie category spent just under $70 million on advertising, led by Warner Bros. with 28% of the total, followed closely by Universal Pictures with 21% and Twentieth Century Fox with 9%.
Top Movie Commercials by Weekly TV Spend
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$9.2M – Entourage
Online Activity: 1.73% within the movie category*
National Airings: 1,137
Networks: 40
Most Aired On: VH1, MTV
Creative Versions: 26
Est. Lifetime TV Spend: $22.8M
Studio: Warner Bros.
Started Airing: 04/12/15
$8.8M – Spy
Online Activity: 1.62% within the movie category*
National Airings: 1,511
Networks: 56
Most Aired On: MTV, Comedy Central
Creative Versions: 25
Est. Lifetime TV Spend: $21.5M
Studio: Twentieth Century Fox
Started Airing: 04/18/15
$7.1M – San Andreas
Online Activity: 4.89% within the movie category*
National Airings: 1,052
Networks: 46
Most Aired On: Comedy Central, MTV
Creative Versions: 40
Est. Lifetime TV Spend: $31.6M
Studio: Warner Bros.
Started Airing: 04/12/15
$7M – Jurassic World
Online Activity: 6.69% within the movie category*
National Airings: 740
Networks: 45
Most Aired On: Disney XD, Nick
Creative Versions: 19
Est. Lifetime TV Spend: $11.8M
Studio: Universal Pictures
Started Airing: 11/25/14
$6.5M – Tomorrowland
Online Activity: 6.19% within the movie category*
National Airings: 1,298
Networks: 39
Most Aired On: Disney XD, Disney Channel
Creative Versions: 66
Est. Lifetime TV Spend: $26.1M
Studio: Walt Disney Pictures
Started Airing: 01/17/15
1 Movie titles with a minimum spend of $100,000 for airings detected between 05/19/2015 and 05/25/2015.
* 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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