‘Star Wars: The Rise of Skywalker’ Tops Studios’ TV Ad Spending
04/12/2019
- In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv , Lucasfilm claims the top spot in spending with “Star Wars: The Rise of Skywalker.” Ads placed for the sci-fi drama had an estimated media value of $6.08 million through Sunday for 617 national ad airings on 31 networks. (Spend figures are based on estimates generated from Nov. 25 through Dec. 1. Estimates may be updated after the chart is posted as new information becomes available.) Lucasfilm prioritized spend across networks including NBC, Fox and CBS, and during programming such as NFL Football, College Football and “The Voice.” Just behind “The Rise of Skywalker” in second place: Columbia Pictures’ “Jumanji: The Next Level,” which saw 735 national ad airings across 38 networks, with an estimated media value of $5.83 million. TV ad placements for Warner Bros.’ “Richard Jewell” (EMV: $4.48 million), Universal Pictures’ “Dolittle” ($3.3 million) and Focus Features’ “Dark Waters” ($3.04 million) round out the chart.
Notably, “Dark Waters” has the best iSpot Attention Index (124) in the ranking, getting 24% 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 Data provided by iSpot.tv $6.08M – Star Wars: The Rise of Skywalker Impressions: 313,481,145 Attention Score: 90.27 Attention Index: 67 National Airings: 617 Networks: 31 Most Spend On: NBC, FOX Creative Versions: 15 Est. Lifetime TV Spend: $15.88M Studio: Lucasfilm Started Airing: 04/16/19 $5.83M – Jumanji: The Next Level Impressions: 337,815,854 Attention Score: 94.95 Attention Index: 123 National Airings: 735 Networks: 38 Most Spend On: NBC, FOX Creative Versions: 11 Est. Lifetime TV Spend: $9.84M Studio: Columbia Pictures Started Airing: 10/31/19 $4.48M – Richard Jewell Impressions: 286,009,027 Attention Score: 93.98 Attention Index: 108 National Airings: 394 Networks: 39 Most Spend On: NBC, FOX Creative Versions: 23 Est. Lifetime TV Spend: $15.95M Studio: Warner Bros. Started Airing: 10/03/19 $3.3M – Dolittle Impressions: 60,115,254 Attention Score: 83.40 Attention Index: 39 National Airings: 9 Networks: 3 Most Spend On: NBC, CBS Creative Versions: 2 Est. Lifetime TV Spend: $7.45M Studio: Universal Pictures Started Airing: 10/13/19 $3.04M – Dark Waters Impressions: 351,679,855 Attention Score: 95.02 Attention Index: 124 National Airings: 887 Networks: 35 Most Spend On: ESPN, TNT Creative Versions: 19 Est. Lifetime TV Spend: $5.37M Studio: Focus Features Started Airing: 10/14/19 1 Movie titles with a minimum spend of $100,000 for airings detected between 11/25/2019 and 12/01/2019. * 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 in its respective industry. 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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