Anticipation was high for the sequel to 2018’s Black Panther, and Marvel Studios approached TV advertising accordingly to get audiences in seats for opening weekend.

Data from iSpot shows that the Black Panther: Wakanda Forever trailer has the highest est. national TV ad media value of Marvel’s three 2022 theatrical releases. It’s also one of the 25 most-seen spots on TV since debuting on Sept. 29.

• Among all trailers in 2022, the ad is No. 8 by est. national TV ad media value, and second among Disney-owned films (only behind Lightyear).

• The total doesn’t even include cross-promotional spots with partner brands like Target (and many others), which amount to tens of millions more in media value.

• More national TV ad media value was put behind Wakanda Forever than any Marvel film since the start of 2019 — and the only one that was close (2021’s Black Widow) also had a two-year promotional cycle when accounting for pandemic-related cancellations.