'Endgame' Hits Massive Box Office Records, With Modest TV Ad Spend

Massive box-office spending for Marvel Studios’  “Avengers: Endgame” -- setting all kinds of records -- was supported by modest national TV advertising.

“Endgame” is estimated to have spent $20.7 million for the entire run of its national TV advertising campaign so far -- posting some 2,791 airings of its commercials, according to iSpot.tv.

The typical spend for a movie in TV advertising is roughly $25 million to $30 million. The overall marketing budget for a theatrical movie is around $35 million to $40 million.

“Endgame” pulled in $1.3 billion in worldwide box-office sales for a five-day period, and $350 million in the U.S. over a three-day weekend period, according to BoxOfficeMojo.com. Both numbers shattered previous box-office movie records.



The previous U.S. record came with “Avengers: Infinity War” ($258 million) in 2018.

While there was some TV advertising beginning in December 2018, the bulk of the campaign started March 20, just about a month before its opening on April 26. The typical length of a national TV campaign for a major studio theatrical movie release is a little over a month.

Some 1.4 billion impressions have been garnered for the movie -- grabbing 34% of the share of total theatrical movie-marketing share. “Endgame: was supported by heavy social-media marketing.

The major networks airing the movie’s commercial, in terms of impressions, include ABC, NBC, Nickelodeon, ESPN and the Disney Channel. Marvel Studios is owned by Walt Disney.

ABC, NBC, CBS, TNT and Fox had big national TV spending. The highest spending on individual programs for the movie was seen on the 2019 NCAA Basketball Tournament and NBA basketball.

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