‘Fast & Furious Presents: Hobbs & Shaw’ Again Tops Studios’ TV Ad Spending

August 6, 2019 8:47PM PT

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Universal Pictures claims the top spot in spending for the second week in a row with “Fast & Furious Presents: Hobbs & Shaw.”

Ads placed for the action film had an estimated media value of $6.68 million through Sunday for 1,617 national ad airings on 43 networks. (Spend figures are based on estimates generated from July 29 through Aug. 4. Estimates may be updated after the chart is posted as new information becomes available.) Universal prioritized spend across networks including NBC, Adult Swim and USA, and during programming such as “America’s Got Talent,” NFL Football and “Big Brother.”

Just behind “Fast & Furious Presents: Hobbs & Shaw” in second place: Twentieth Century Fox’s “The Art of Racing in the Rain,” which saw 1,500 national ad airings across 37 networks, with an estimated media value of $4.66 million. 

TV ad placements for Universal’s “Good Boys” (EMV: $4.17 million), Paramount Pictures’ “Dora and the Lost City of Gold” ($3.92 million) and Lionsgate’s “Scary Stories to Tell in the Dark” ($3.53 million) round out the chart. 

Notably, “Scary Stories to Tell in the Dark” has the best iSpot Attention Index (141) in the ranking, getting 41% 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

$6.68M – Fast & Furious Presents: Hobbs & Shaw

Impressions: 450,197,042

Attention Score: 92.12

Attention Index: 85

National Airings: 1,617

Networks: 43

Most Spend On: NBC, Adult Swim

Creative Versions: 89

Est. Lifetime TV Spend: $31.28M

Studio: Universal Pictures

Started Airing: 04/18/19

$4.66M – The Art of Racing in the Rain

Impressions: 419,694,753

Attention Score: 92.00

Attention Index: 84

National Airings: 1,500

Networks: 37

Most Spend On: CNN, ABC

Creative Versions: 17

Est. Lifetime TV Spend: $14.6M

Studio: Twentieth Century Fox

Started Airing: 06/12/19

$4.17M – Good Boys

Impressions: 240,334,853

Attention Score: 89.84

Attention Index: 66

National Airings: 815

Networks: 35

Most Spend On: Comedy Central, Discovery Channel

Creative Versions: 11

Est. Lifetime TV Spend: $10.52M

Studio: Universal Pictures

Started Airing: 07/14/19

$3.92M – Dora and the Lost City of Gold

Impressions: 287,496,148

Attention Score: 95.87

Attention Index: 138

National Airings: 1,255

Networks: 33

Most Spend On: NBC, Cartoon Network

Creative Versions: 17

Est. Lifetime TV Spend: $14.8M

Studio: Paramount Pictures

Started Airing: 03/23/19

$3.53M – Scary Stories to Tell in the Dark

Impressions: 227,482,826

Attention Score: 96.04

Attention Index: 141

National Airings: 696

Networks: 26

Most Spend On: ABC, MTV

Creative Versions: 11

Est. Lifetime TV Spend: $9.28M

Studio: Lionsgate

Started Airing: 02/03/19

1 Movie titles with a minimum spend of $100,000 for airings detected between 07/29/2019 and 08/04/2019.

* 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 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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