‘Deepwater Horizon’ Again Leads Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, Lionsgate again claims the top spot in TV ad spending with “Deepwater Horizon.”

Ads placed for the Mark Wahlberg vehicle had an estimated media value of $11.07 million through Sunday for 968 national ad airings across 29 networks. Behind it in second place: Warner Bros.’ “The Accountant,” which saw 683 national ad airings across 32 networks, with an estimated media value of $7.19 million.

TV ad placements for Universal Pictures’ “The Girl on the Train” (EMV: $6.52 million), Relativity Media’s “Masterminds” ($5.83 million) and Columbia Pictures’ “The Magnificent Seven” ($5.39 million) round out the chart.

Top Movie Commercials by Weekly TV Spend

$11.07M – Deepwater Horizon

Online Activity: 0.43% within the movie category*

National Airings: 968

Networks: 29

Most Spend On: CBS, ABC

Creative Versions: 22

Est. Lifetime TV Spend: $25.49M

Studio: Lionsgate

Started Airing: 08/20/16

$7.19M – The Accountant

Online Activity: 1.87% within the movie category*

National Airings: 683

Networks: 32

Most Spend On: ABC, FOX

Creative Versions: 18

Est. Lifetime TV Spend: $14.87M

Studio: Warner Bros.

Started Airing: 08/31/16

$6.52M – The Girl on the Train

Online Activity: 0.22% within the movie category*

National Airings: 560

Networks: 24

Most Spend On: CBS, FOX

Creative Versions: 11

Est. Lifetime TV Spend: $15.36M

Studio: Universal Pictures

Started Airing: 08/09/16

$5.83M – Masterminds

Online Activity: 0.06% within the movie category*

National Airings: 961

Networks: 31

Most Spend On: Comedy Central, FOX

Creative Versions: 12

Est. Lifetime TV Spend: $18.37M

Studio: Relativity Media

Started Airing: 08/15/16

$5.39M – The Magnificent Seven

Online Activity: 0.06% within the movie category*

National Airings: 812

Networks: 33

Most Spend On: CBS, FOX

Creative Versions: 22

Est. Lifetime TV Spend: $26.24M

Studio: Columbia Pictures

Started Airing: 06/02/16

¹ Movie titles with a minimum spend of $100,000 for airings detected between 09/19/2016 and 09/25/2016.

* 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.