‘Terminator: Dark Fate’ Again Tops Studios’ TV Ad Spending

In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Paramount Pictures claims the top spot in spending for the second week in a row with “Terminator: Dark Fate.”

Ads placed for the sci-fi action film had an estimated media value of $7.8 million through Sunday for 1,071 national ad airings on 36 networks. (Spend figures are based on estimates generated from Oct. 21-27. Estimates may be updated after the chart is posted as new information becomes available.) Paramount prioritized spend across networks including CBS, Fox and NBC, and during programming such as NFL Football, NBA Basketball and “The Walking Dead.”  

Just behind “Terminator: Dark Fate” in second place: Paramount’s “Playing With Fire,” which saw 996 national ad airings across 30 networks, with an estimated media value of $4.94 million. 

TV ad placements for Twentieth Century Fox’s “Ford v. Ferrari” (EMV: $4.33 million), Lionsgate’s “Midway” ($3.8 million) and Universal Pictures’ “Last Christmas” ($3.66 million) round out the chart.  

Notably, “Last Christmas” has the best iSpot Attention Index (135) in the ranking, getting 35% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).


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