Film studios make a bid for eyeballs - and Oscar

Who’s on Top? – February 6 - 12, 2017

Advertising spend on new creatives airing on national television reached $167 million during the week of February 6. The largest proportion of spend by far was placed during the Grammy awards, which accounted for 21%, or $36 million, of new creative expenditures for the week.

Creative Spotlight

While February can typically be a fairly slow month for movie releases, this week three film studios battled it out to get their movies to the top of viewer’s must-see lists. The studios that ranked in the top five all released new creatives for three movies each. Making the most of the massive promotional opportunity created by the upcoming Oscars also plays a role: one of the promoted movies, La La Land from Lions Gate Pictures, was released all the way back in early December but is a strong favorite for Best Picture this year.

Lions Gate released a series of new creatives throughout the week touting La La Land’s 14 Oscar nominations, as well as awards the film has already received at the Golden Globes and Producers Guild Awards. The studio spent just over $1 million on promotion of the film during the week, with $0.83 million going towards new creatives. Of the new creative spend, over half (58%) was placed during the Grammy Awards.

The studio spent just over $1 million on promotion of the film during the week, with $0.83 million going towards new creatives. Of the new creative spend, over half (58%) was placed during the Grammy Awards.

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.