In this week's edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, "American Sniper" upped its budget to take the top weekly ad spend ranking for the third time in as many weeks, increasing to an estimated $10.7 million spent on 747 national airings across 45 networks, led by MTV and Ovation. That's almost $1 million more than the previous two weeks (at $9.8 million and $9.4 million).
"Blackhat," meanwhile, jumped two spots to second place on the heels of a $2.4 million increase to $7.4 million spent on 925 national airings across 34 networks led by Cloo and Comedy Central. "Inherent Vice" held position at third with $5.9 million spent on 1,078 national spots across 31 networks led by Comedy Central and MTV.
Moving up one slot to fourth is "The Wedding Ringer" with $5.9 million spent on 832 spots across 34 networks, led by MTV and Comedy Central. And newcomer "Selma" debuted at fifth with $5.4 million spent on 1,067 spots across 36 networks led by BET and OWN.
The weekly spend, estimated at $102 million, was spread across 27 studio brands and more than 16,200 airings this week. Typical leader Warner Bros. held only two of the top five spots, but still led all other studios with an estimated $19.8 million spend overall. Universal Pictures, Sony Pictures and Paramount Pictures ranked in that order behind it on the backs of their respective contributions to the top five list.
$10.7M - American Sniper
Online Activity: 7.43% within the movie category*
National Airings: 747
Networks: 45
Most Aired On: MTV, Ovation
Creative Versions: 26
Est. Lifetime TV Spend: $43.8M
Studio: Warner Bros.
Started Airing: 12/05/14
$7.4M - Blackhat
Online Activity: 0.80% within the movie category*
National Airings: 925
Networks: 34
Most Aired On: Cloo, Comedy Central
Creative Versions: 15
Est. Lifetime TV Spend: $20.4M
Studio: Universal Pictures
Started Airing: 11/20/14
$5.9M - Inherent Vice
Online Activity: 1.43% within the movie category*
National Airings: 1,078
Networks: 31
Most Aired On: Comedy Central, MTV
Creative Versions: 10
Est. Lifetime TV Spend: $15.3M
Studio: Warner Bros.
Started Airing: 12/14/14
$5.9M - The Wedding Ringer
Online Activity: 0.66% within the movie category*
National Airings: 832
Networks: 34
Most Aired On: MTV, Comedy Central
Creative Versions: 23
Est. Lifetime TV Spend: $20.6M
Studio: Sony Pictures
Started Airing: 12/14/14
$5.4M - Selma
Online Activity: 1.82% within the movie category*
National Airings: 1,067
Networks: 36
Most Aired On: BET, Oprah Winfrey Network
Creative Versions: 25
Est. Lifetime TV Spend: $15.5M
Studio: Paramount Pictures
Started Airing: 11/18/14
1 Movie titles with a minimum spend of $100,000 for airings detected between 01/05/2015 and 01/11/2015.
* 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.
© 2015 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC
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