In this week's edition of the Variety Movie Commercial Tracker, powered by iSpot.tv, the lull of the pre-summer release schedule was felt in full force as the industry collectively spent the least amount on advertising new movies yet this year. But consider this the calm before the storm, as next month the summer blockbuster season begins and ad budgets are almost certainly due to ramp up in support.
Leading the charge was "Paul Blart: Mall Cop 2," with an estimated $6 million spent on 1,351 national airings across 50 networks led by Cartoon Network and Disney XD. That was still more than twice what every other film on the list spent this week.
In second, "The Longest Ride" put forth $2.7 million on 1,053 national airings across 26 networks led by VH1 and MTV. Disney's "Monkey Kingdom" followed with $2.4 million spent on 624 national airings across 26 networks led by Disney XD and Nick. In fourth was "The Adge of Adaline" with $2.2 million spent on 411 national ads across 25 networks, led by TV Guide Network and E!.
Although "The Avengers: Age of Ultron" debuted with $2 million spent on 258 national airings across 27 networks led by Disney XD and Nick, expect to see a surge in the coming weeks as it gears up for the May 1 opening weekend to kick off the summer season.
That adds up to a paltry $15.3 million for the top five alone, and a mere $32.7 million for the industry overall. Typically, the top five advertisers alone will spend between $30 million to $40 million on any given week. In the 14 weeks of the year so far, the industry has spent just over $1 billion on TV advertising. That averages to about $73 million a week. So by comparison this was a frugal week by any measure.
Columbia Pictures led the way with an estimated $6.1 million on five spots receiving 1,449 national airings, followed by Universal Pictures with $3.7 million, and Lionsgate with $3.5 million, both with five spots each and less than 1,000 national airings.
$6M - Paul Blart: Mall Cop 2
Online Activity: 0.77% within the movie category*
National Airings: 1,351
Networks: 50
Most Aired On: Cartoon Network, Disney XD
Creative Versions: 31
Est. Lifetime TV Spend: $17.1M
Studio: Columbia Pictures
Started Airing: 03/16/15
$2.7M - The Longest Ride
Online Activity: 4.74% within the movie category*
National Airings: 1,053
Networks: 26
Most Aired On: VH1, MTV
Creative Versions: 25
Est. Lifetime TV Spend: $17.7M
Studio: Twentieth Century Fox
Started Airing: 03/01/15
$2.4M - Monkey Kingdom
Online Activity: 0.63% within the movie category*
National Airings: 624
Networks: 26
Most Aired On: Disney XD, Nick
Creative Versions: 16
Est. Lifetime TV Spend: $5M
Studio: Walt Disney Pictures
Started Airing: 03/07/15
$2.2M - The Age of Adaline
Online Activity: 1.52% within the movie category*
National Airings: 411
Networks: 25
Most Aired On: TV Guide Network, E!
Creative Versions: 8
Est. Lifetime TV Spend: $7.9M
Studio: Lionsgate
Started Airing: 03/15/15
$2M - The Avengers: Age of Ultron
Online Activity: 15.54% within the movie category*
National Airings: 258
Networks: 27
Most Aired On: Disney XD, Nick
Creative Versions: 22
Est. Lifetime TV Spend: $11.5M
Studio: Marvel
Started Airing: 01/01/15
1 Movie titles with a minimum spend of $100,000 for airings detected between 04/07/2015 and 04/13/2015.
* 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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