Star Wars: The Force Awakens may be generating value that’s out of the league for other films this year, but when it comes to strictly a measure of TV ad spend on official trailers, Paramount claims the top spot with Daddy’s Home. The comedy, starring Will Ferrell and Mark Wahlberg as father figures competing for their children’s affection, saw an estimated $6.2 million spent in TV advertising last week through Sunday, with 717 national airings across 33 networks, led by Fox and ABC.
Star Wars: The Force Awakens spent an estimated $5.5 million, bringing its lifetime total as of December 6 to $16.9 million (the figures count only for the 11 official trailers the studio had in national TV ad rotation last week). Why are the figures so low? The J.J. Abrams film is gaining TV exposure in the form of show integrations across Disney-owned networks and is setting a new high mark for co-branded promotions, with 16 brands creating 34 unique ads promoting the film for an additional spend of over $40 million to date.
Daddy’s Home is to be released in UK cinemas on December 26.