National TV Movie Ad Spend Down 20% Vs. 2019

Coming out of the pandemic, theatrical national TV advertising continues to recover — but is still not on par with 2019. National TV ad spending is 20% lower at $593.5 million versus $745.9 million for the same pre-pandemic period in 2019 — according to estimates.

Summer Movie Ad Dollars Pouring Into TV

In a virtual popcornucopia, the top 10 film studios this far have invested $474.9 million to promote their summer releases on national TV, a figure that will only continue to swell as the temperature rises.

Summer Movies Boosting TV Ad Spend

More high-profile movie studios’ summer movies continue to spend big dollars headed into the Memorial Day weekend — traditionally the start of the season. 

Now Showing: The Rise Of Movie Ad Dollars

Spending has increased by 5% since 2012, to more than $3.45 billion. The reasons include major spending on TV and more films to promote. More dollars continue to flow online.

TV Has Boffo Summer, Studios Spend $1B

Through four months of the big summer season, movie studios have slightly amped up their national TV media buying — with Warner Bros, Universal Pictures and Walt Disney as major spenders. This year, industry national TV spending — virtually all for theatrical movies — is at $1.07 billion from May 1 to Sept. 1, according to — up 3% over the $1.04 billion level of a year ago.

How Tom Cruise Is Saving Summer Ad Market

As blockbuster season winds down, TV networks are hoping that the handful of remaining big-budget summer movies will help lift their third-quarter sales numbers. While most of the summer’s most popular films have stopped advertising altogether, a few movies of more recent vintage continue to pour promotional dollars into TV. Chief among these is Paramount’s Mission: Impossible — Rogue Nation which, since rolling out its first spot on March 22, has accounted for $36.3 million in TV spend.

A Better Year For Movie Advertising

Spending was up 7.7% in the first quarter, led by Comcast and Time Warner, as studios try to lure people back into theaters. Box office is down year to date.