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‘Gemini Man’ Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Paramount Pictures claims the top spot in spending with “Gemini Man.”

Ads placed for the thriller had an estimated media value of $9.37 million through Sunday for 1,149 national ad airings on 37 networks. (Spend figures are based on estimates generated from Sept. 30 through Oct. 6. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including Fox, NBC and AMC, and during programming such as “Fútbol Americano NFL” (a Spanish-language NFL broadcast), “The Walking Dead” and “Ridiculousness.” 

Just behind “Gemini Man” in second place: MGM’s “The Addams Family,” which saw 1,736 national ad airings across 42 networks, with an estimated media value of $7.77 million. 

TV ad placements for Walt Disney Pictures’ “Maleficent: Mistress of Evil” (EMV: $3.98 million), Warner Bros.’ “Joker” ($3.71 million) and Lionsgate’s “Jexi” ($2.73 million) round out the chart.  

Notably, “Maleficent: Mistress of Evil” has the best iSpot Attention Index (134) in the ranking, getting 34% 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

$9.37M – Gemini Man

Impressions: 489,596,870

Attention Score: 93.37

Attention Index: 79

National Airings: 1,149

Networks: 37

Most Spend On: FOX, NBC

Creative Versions: 25

Est. Lifetime TV Spend: $21.41M

Studio: Paramount Pictures

Started Airing: 06/18/19

$7.77M – The Addams Family

Impressions: 573,204,045

Attention Score: 95.28

Attention Index: 110

National Airings: 1,736

Networks: 42

Most Spend On: NBC, FOX

Creative Versions: 28

Est. Lifetime TV Spend: $21.2M

Studio: Metro-Goldwyn-Mayer (MGM)

Started Airing: 06/11/19

$3.98M – Maleficent: Mistress of Evil

Impressions: 265,491,718

Attention Score: 96.52

Attention Index: 134

National Airings: 682

Networks: 23

Most Spend On: NBC, ABC

Creative Versions: 31

Est. Lifetime TV Spend: $13.04M

Studio: Walt Disney Pictures

Started Airing: 05/14/19

$3.71M – Joker

Impressions: 285,288,197

Attention Score: 93.48

Attention Index: 80

National Airings: 701

Networks: 42

Most Spend On: ESPN, NBC

Creative Versions: 63

Est. Lifetime TV Spend: $16.87M

Studio: Warner Bros.

Started Airing: 09/02/19

$2.73M – Jexi

Impressions: 192,023,246

Attention Score: 94.13

Attention Index: 89

National Airings: 459

Networks: 16

Most Spend On: NBC, FOX

Creative Versions: 14

Est. Lifetime TV Spend: $4.79M

Studio: Lionsgate

Started Airing: 09/15/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 09/30/2019 and 10/06/2019.

* 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 always-on TV ad measurement and attribution company, 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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