In this week's edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, "American Sniper" held the top ad spend position last week, with an estimated $9.8 million spent across 985 national airings on 46 networks, led by MTV and Comedy Central.
Falling to No. 2 was last week's frontrunner, "Unbroken," with an estimated $6.5 million spend spanning 1,620 national airings across 52 networks, led by Cloo and USA Today. But that was it for the list veterans, as the bottom three entries are all newcomers.
In the No. 3 spot this week is the third installment of the "Taken" franchise -- "Taken 3" -- with an estimated $5.9 million spent on 1,045 national spots over 33 networks, led by MTV and Comedy Central. Next is "Blackhat" with an estimated $5.5 million spent on 765 national airing across 40 networks, led by Comedy Central and Spike. "Into the Woods" rounded out the list with a $4.6 million estimated spend on 714 national spots across 31 networks, led by ABC Family and E!
$9.8M - American Sniper
Online Activity: 12.21% within the movie category*
National Airings: 985
Networks: 46
Most Aired On: MTV, Comedy Central
Creative Versions: 17
Est. Lifetime TV Spend: $20.4M
Studio: Warner Bros.
Started Airing: 12/05/14
$6.5M - Unbroken
Online Activity: 2.56% within the movie category*
National Airings: 1,620
Networks: 52
Most Aired On: Cloo, USA Network
Creative Versions: 24
Est. Lifetime TV Spend: $37.3M
Studio: Universal Pictures
Started Airing: 11/20/14
$5.9M - Taken 3
Online Activity: 2.31% within the movie category*
National Airings: 1,045
Networks: 33
Most Aired On: MTV, Comedy Central
Creative Versions: 13
Est. Lifetime TV Spend: $11M
Studio: Twentieth Century Fox
Started Airing: 12/08/14
$5.5M - Blackhat
Online Activity: 1.24% within the movie category*
National Airings: 765
Networks: 40
Most Aired On: Comedy Central, Spike
Creative Versions: 8
Est. Lifetime TV Spend: $8M
Studio: Universal Pictures
Started Airing: 11/20/14
$4.6M - Into the Woods
Online Activity: 4.01% within the movie category*
National Airings: 714
Networks: 31
Most Aired On: ABC Family, E!
Creative Versions: 40
Est. Lifetime TV Spend: $20.3M
Studio: Walt Disney Studios
Started Airing: 11/12/14
1 Movie titles with a minimum spend of $100,000 for airings detected between 12/22/2014 and 12/28/2014.
* 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.
© 2014 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC
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