In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Twentieth Century Fox claims the top spot in spending for the second week in a row with “Alita: Battle Angel.”
Ads placed for the sci-fi thriller had an estimated media value of $5.63 million through Sunday for 1,120 national ad airings on 35 networks. (Spend figures are based on estimates generated from Jan 21-27. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox prioritized spend across networks including ESPN, Adult Swim and Fox, and during programming such as NBA Basketball, College Basketball and “Steven Universe.”
Just behind “Alita” in second place: Columbia Pictures’ “Miss Bala,” which saw 811 national ad airings across 31 networks, with an estimated media value of $3.42 million.
TV ad placements for Paramount Pictures’ “What Men Want” (EMV: $3.33 million), Twentieth Century Fox’s “The Kid Who Would Be King” ($3.28 million) and Warner Bros. Animation’s “The LEGO Movie 2: The Second Part” ($2.93 million) round out the chart.
Related
Notably, “Miss Bala” has the best iSpot Attention Index (109) in the ranking, getting 9% 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
$5.63M – Alita: Battle Angel
Impressions: 326,716,323
Attention Score: 90.87
Attention Index: 81
National Airings: 1,120
Networks: 35
Most Spend On: ESPN, Adult Swim
Creative Versions: 14
Est. Lifetime TV Spend: $17.69M
Studio: Twentieth Century Fox
Started Airing: 12/24/18
$3.42M – Miss Bala
Impressions: 206,677,322
Attention Score: 93.23
Attention Index: 109
National Airings: 811
Networks: 31
Most Spend On: NBC, Bravo
Creative Versions: 15
Est. Lifetime TV Spend: $8.91M
Studio: Columbia Pictures
Started Airing: 11/04/18
$3.33M – What Men Want
Impressions: 203,761,720
Attention Score: 90.70
Attention Index: 79
National Airings: 680
Networks: 30
Most Spend On: NBC, ABC
Creative Versions: 18
Est. Lifetime TV Spend: $10.04M
Studio: Paramount Pictures
Started Airing: 08/14/18
$3.28M – The Kid Who Would Be King
Impressions: 345,846,776
Attention Score: 92.45
Attention Index: 98
National Airings: 1,122
Networks: 30
Most Spend On: NBC, Nick
Creative Versions: 34
Est. Lifetime TV Spend: $25.17M
Studio: Twentieth Century Fox
Started Airing: 12/22/18
$2.93M – The LEGO Movie 2: The Second Part
Impressions: 212,512,867
Attention Score: 91.96
Attention Index: 92
National Airings: 749
Networks: 50
Most Spend On: ABC, FOX
Creative Versions: 32
Est. Lifetime TV Spend: $17.21M
Studio: Warner Bros. Animation
Started Airing: 06/05/18
1 Movie titles with a minimum spend of $100,000 for airings detected between 01/21/2019 and 01/27/2019.
* 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. 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 real-time TV ad measurement company with attention analytics from more than eight million smart TVs, 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.