Thor: Ragnarok Tops Studios’ TV Ad Spending
According to Variety, ads placed for the superhero film Thor: Ragnarok had an estimated media value of $5.78 million through Sunday for 816 national ad airings across 38 networks. (Spend figures are based on estimates generated from Oct. 30 through Nov. 5. Estimates may be updated after the chart is posted as new information becomes available.) Marvel prioritized spend across networks including Fox, ABC and NBC, and during sports-themed programming such as the 2017 World Series, NFL Football and TBS Network Preview.
Just behind Thor: Ragnarok in second place: Paramount Pictures’ Daddy’s Home 2, which saw 1,331 national ad airings across 44 networks, with an estimated media value of $5.71 million.
In third place: Twentieth Century Fox’s Murder on the Orient Express (EMV: $5.05 million), which has the best iSpot Attention Index (117) in the ranking, getting 17% fewer interruptions than the average movie ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Disney Pixar’s Coco ($4.74 million) and Warner Bros.’ Justice League ($4.14 million) round out the chart.
Variety has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from more than seven million smart TVs, to have this look at what studios are spending to market their movies on TV.