Wonder Woman wins in theaters and in advertising

Who’s on Top? – June 5 - 11, 2017

Expenditures for new creative on national TV saw an 18% lift during the week of June 5th. For the second week in a row, increases can be attributed to the higher price tag of advertising time during the NBA Finals – especially during the later games of the series. To put the increased rates in perspective, new ads during the series accounted for $14 million this week, up from $8.7 the previous week; however the number of advertisers debuting new ads during the games went down from 33 to 26 and the number of new ad placements decreased from 103 to 57.

Looking at overall expenditures for new creative, national TV advertisers spent a total of $109 million, up from $92 million the week prior, while the number of brands increased by only two, from 594 to 596. Games three and four of the NBA Finals were together responsible for 13% of these expenditures, or $14 million.

Creative Spotlight

As the number one movie in the box office for the second week in a row, Warner Bros continued its promotion of the much anticipate film Wonder Woman. The studio invested $1.2 million into new ads for the movie this week, touting its success in theaters as well as among critics.


An early push for the film began in March, with expenditures growing through the end of May and leading up to the movie release on June 2nd. To date, expenditures for Wonder Woman have totaled an estimated $26 million dollars* from a robust media mix of TV, radio, print, and digital including display, online video, mobile web and mobile app.

Wonder Woman Online Display Ad

Wonder Woman, Online Display, 2017

Wonder Woman Magazine Ad

Wonder Woman, Two Page Spread, Entertainment Weekly, May 2017

*Preliminary spend estimate subject to change

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