A decade ago, few could have predicted the unbridled success that the Avengers movies would achieve. While Marvel had already accomplished some big box office wins with the Spider-Man and X-Men movie trilogies, these films were based on familiar superheroes who starred in popular animated series throughout the 1990s. While Captain America, Iron Man, Thor, and The Incredible Hulk each had successful movies prior to the first Avengers movie in 2012, the gang itself was not as recognizable to non-comic book readers in particular.

The Avengers $220 million budget amounted to a huge investment for Walt Disney and Marvel Studios’, which would make or break the future of the Marvel Cinematic Universe (MCU) as it exists today.

Now having grossed $7 billion at the box office over the course of four movies, the Avengers films have become integral to popular culture on a global scale. To celebrate Earth’s Mightiest Heroes, we’re taking a look back at how TV advertising for each cinematic release has changed since the 2012 original, up to the gargantuan quadrilogy conclusion: Avengers: Endgame. Which, in case you haven’t heard, is now the second highest grossing movie of all time!

Film List:
  1. The Avengers (2012)
  2. Avengers: Age of Ultron (2015)
  3. Avengers: Infinity War (2018)
  4. Avengers: Endgame (2019)

Campaign Insights


 * based on CMR data 1-month prior to theatrical debuts, across all measured and monitored PPM markets

Our Thoughts

  1. Clearly reaching younger Marvel fans was an ongoing priority considering Teletoon Eng+ aired the most spots for all four movies. It’s also worth noting that this channel has aired the Marvel animated series: Avengers Assemble, Hulk and the Agents of S.M.A.S.H, and Ultimate Spider-Man in Canada.
  2. The steady growth of adult engagement with Avengers TV spots suggests that advertising efforts evolved as a reflection of overall growing global interest.
  3. More GRPs earned among women for Infinity War may be because the movie included more female heroes, such as Black Widow, Scarlett Witch, Black Panther’s Shuri and Okoye, and Guardian’s of the Galaxy’s Gamora and Nebula.
  4. The amount of visual effects work for Endgame that was done in Vancouver-based studios may have helped increase the area’s interest in the final movie’s release.


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Captain Marvel TV Advertising in Canada

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Posted by Anja Bundze

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