Walt Disney has spent “significant media dollars on national TV advertising for its Marvel action movie ‘Black Panther,’” reports our good friend Wayne Friedman at MediaPost’s Television News Daily, adding “Over $37 million in national TV advertising [has been] placed for the movie to date, according to iSpot.tv.”

The movie, which has just opened, is already a popular hit, making $242 million in U.S. theaters alone over this past holiday weekend.

Writes Friedman, “Major networks that have benefited [from the ad spending on the film] include NBC, with $9.3 million; ABC, with $6.3 million; ESPN, with $5.0 million; CBS, with $2.6 million; Nickelodeon, with $1.3 million; and Fox, with $1.1 million.” Disney owns ABC and ESPN.