Who's on Top? 6/6-6/12
We examined advertising expenditure for new national television creatives during the week of 6/6-612. Ad spend for new creatives that broke on national TV during this week topped an estimated $127 million.
This week, Warner Bros. Pictures beat out 569 other advertisers with $10.7 million of expenditures, close to double what it spent on new creatives for the week prior ($5.4 million). Spend was made up of the promotion of six movies either currently in theaters or scheduled to be released in the coming weeks. Movies promoted throughout the week were Central Intelligence, Conjuring 2, Legend of Tarzan, Me Before You, Suicide Squad and War Dogs.
Central Intelligence, starring Kevin Hart and Dwayne Johnson, saw the heaviest promotion with just over $5 million of expenditures for the week. We first saw creatives for Central Intelligence air nationally on BET as early as April 10th, but Warner Bros. has been ramping up promotion leading up to the release of the movie on June 17th.
The studio used several creatives throughout the week, each showing various clips from the film. The creative with the most spend behind it was a 30 second spot backed by $1.1 million. The spot aired nationally on 15 networks a total of 52 times throughout the measured week. We mainly saw this spot aired during primetime and overnight, which is consistent with when the advertising for the movie has occurred as a whole. The majority of occurrences have appeared on MTV, a network suitable to reach younger demographics for this PG-13 film.
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