In this week's edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, newcomer "Kingsman: The Secret Service" made a strong debut in first place with an estimated spend of $11 million for 1,012 national airings across 38 networks led by MTV and Comedy Central.
But the Super Bowl was the biggest story of the week, with two of the top five movies on the list reaching their position solely on the backs of one spot airing on one network during one broadcast. One of those is this week's second-place finisher, "Furious 7," which spent an estimated $8.8 million for one national airing on just one network, NBC.
Third and fourth positions were taken by non-Super Bowl advertisers. "The SpongeBob Movie: Sponge Out of Water" reached third with $8.6 million spent on 1,671 national airings across 38 networks led by Nick and Teen Nick. Meanwhile last week's frontrunner, "Jupiter Ascending," descended to fourth place, with $8.4 million spent on 924 national airings across 47 networks, led by MTV and Comedy Central.
Rounding out the list was the other Super Bowl ad, this time for "Jurassic World," for which $5.9 million was spent on one national airing on NBC. That Super Bowl advertising is expensive is well known, but examining Super Bowl spending alongside more typical weekly movie advertising really puts the investment into perspective.
$11M - Kingsman: The Secret Service
Online Activity: 1.92% within the movie category*
National Airings: 1,012
Networks: 38
Most Aired On: MTV, Comedy Central
Creative Versions: 21
Est. Lifetime TV Spend: $24.8M
Studio: Twentieth Century Fox
Started Airing: 09/22/14
$8.8M - Furious 7 Super Bowl 2015
Online Activity: 2.99% within the movie category*
National Airings: 1
Networks: 1
Most Aired On: NBC
Creative Versions: 2
Est. Lifetime TV Spend: $8.8M
Studio: Universal Pictures
Started Airing: 02/01/15
$8.6M - The SpongeBob Movie: Sponge Out of Water
Online Activity: 1.37% within the movie category*
National Airings: 1,671
Networks: 38
Most Aired On: Nick, Teen Nick
Creative Versions: 30
Est. Lifetime TV Spend: $21.8M
Studio: Nickelodeon Movies
Started Airing: 12/15/14
$8.4M - Jupiter Ascending
Online Activity: 1.39% within the movie category*
National Airings: 924
Networks: 47
Most Aired On: MTV, Comedy Central
Creative Versions: 28
Est. Lifetime TV Spend: $30.4M
Studio: Warner Bros.
Started Airing: 01/04/15
$5.9M - Jurassic World Super Bowl 2015
Online Activity: 3.78% within the movie category*
National Airings: 1
Networks: 1
Most Aired On: NBC
Creative Versions: 2
Est. Lifetime TV Spend: $5.9M
Studio: Universal Pictures
Started Airing: 02/01/15
1 Movie titles with a minimum spend of $100,000 for airings detected between 01/26/2015 and 02/01/2015.
* 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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