Superheroes go head-to-head on the small screen before hitting the silver screen

Who’s on Top? – April 16-22, 2018

Spend on new national TV ads increased 13 percent during the week of April 16th compared to the previous week, reaching a total of $132 million. Overall national TV expenditures also got a boost, increasing nine percent to $928 million. As the first full week of the NBA playoffs, advertisers invested the most heavily professional basketball games. NBA games brought in $16 million on new ad expenditures, 12 percent of all new spending.

Creative Spotlight

20th Century Fox and Walt Disney Pictures went head-to-head this week promoting the latest installments of their respective hit movie franchises. This week it was all about superheroes for the two film studios.

20th Century Fox spent 95 percent of its new ad dollars ($4.2 million) to promote Deadpool 2, the eleventh installment in the X-Men film series and sequel to the 2016 film Deadpool. The movie is set to release on May 18th and this is the first big surge of TV advertising from the studio to support the film. With the release date just weeks away, more advertising and higher spend are likely on the horizon.


Walt Disney Pictures also used a large chunk of its budget this week to promote a superhero sequel – Avengers: Infinity War, the 19th movie in the Marvel Cinematic Universe. The studio spent $3.3 million on new commercials to promote the film, 75 percent of its new spend for the week. The release of the latest Avengers flick is fast approaching on April 27th and the studio has been promoting the movie on TV since the beginning of February. So far overall TV ad expenditures for the movie have exceeded $20 million.


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.

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