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‘Stuber’ Tops Studios’ TV Ad Spending

By Max / Published on Wednesday, 26 Jun 2019 12:35 PM / No Comments / 322 views

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company, Twentieth Century Fox claims the top spot in spending with “Stuber.”

Ads placed for the comedy had an estimated media value of $ 4.91 million through Sunday for 1,325 national ad airings on 42 networks. (Spend figures are based on estimates generated from June 17-23. Estimates may be updated after the chart is posted as new information becomes available.) Twentieth Century Fox prioritized spend across networks including Adult Swim, TBS and TNT, and during programming such as the 2019 MTV Movie & TV Awards, “Jimmy Kimmel Live” and the 2019 BET Awards.

Just behind “Stuber” in second place: Columbia Pictures’ “Spider-Man: Far From Home,” which saw 757 national ad airings across 44 networks, with an estimated media value of $ 4.69 million. 

TV ad placements for Disney Pixar’s “Toy Story 4” (EMV $ 4.55 million), Universal Pictures’ “Yesterday” ($ 3.9 million) and Warner Bros.’ “Annabelle Comes Home” ($ 2.21 million) round out the chart. 

Notably, “Annabelle Comes Home” has the best iSpot Attention Index (113) in the ranking, getting 13% 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

$ 4.91M – Stuber

Impressions: 220,920,451

Attention Score: 91.77

Attention Index: 106

National Airings: 1,325

Networks: 42

Most Spend On: Adult Swim, TBS

Creative Versions: 11

Est. Lifetime TV Spend: $ 7.9M

Studio: Twentieth Century Fox

Started Airing: 06/07/19

$ 4.69M – Spider-Man: Far From Home

Impressions: 246,446,089

Attention Score: 90.64

Attention Index: 93

National Airings: 757

Networks: 44

Most Spend On: Nick, MTV

Creative Versions: 17

Est. Lifetime TV Spend: $ 13.07M

Studio: Columbia Pictures

Started Airing: 01/16/19

$ 4.55M – Toy Story 4

Impressions: 390,501,678

Attention Score: 89.07

Attention Index: 80

National Airings: 1,064

Networks: 47

Most Spend On: NBC, Nick

Creative Versions: 43

Est. Lifetime TV Spend: $ 24.58M

Studio: Disney Pixar

Started Airing: 12/16/18

$ 3.9M – Yesterday

Impressions: 211,673,083

Attention Score: 91.56

Attention Index: 103

National Airings: 817

Networks: 34

Most Spend On: NBC, E!

Creative Versions: 18

Est. Lifetime TV Spend: $ 18.89M

Studio: Universal Pictures

Started Airing: 03/11/19

$ 2.21M – Annabelle Comes Home

Impressions: 183,626,653

Attention Score: 92.37

Attention Index: 113

National Airings: 781

Networks: 47

Most Spend On: NBC, MTV

Creative Versions: 33

Est. Lifetime TV Spend: $ 7.11M

Studio: Warner Bros.

Started Airing: 03/31/19

1 Movie titles with a minimum spend of $ 100,000 for airings detected between 06/17/2019 and 06/23/2019.

* 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, the 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 platform and methodology.

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