CBS’ Adele: One Night Only special, which aired Sunday, Nov. 14, tops the Promo Mojo ranker for the week ended that same day. The pop singer’s interview with Oprah Winfrey attracted nearly 10 million viewers, according to Nielsen Media Research.
ABC, rival broadcaster to CBS, lands in third place with the 2021 CMA Awards.
Cable networks round out the rest of the top five, with Hallmark Channel celebrating its original movie My Christmas Family Tree in second, HGTV building excitement for the third season of Fixer to Fabulous in fourth, and Food Network promoting the fifth season of Christmas Cookie Challenge in fifth.
Notably, ABC’s 2021 CMA Awards spot has the week’s highest iSpot Attention Index (121), meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact firstname.lastname@example.org.
[Images of Adele and Oprah Winfrey courtesy of CBS]
1) Adele: One Night Only, CBS
Interruption Rate: 1.16%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $3,824,906
Out-of-network Est. Spend: $0.00
2) My Christmas Family Tree, Hallmark Channel
Interruption Rate: 5.69%
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,845,658
Out-of-network Est. Spend: $0.00
3) 2021 CMA Awards, ABC
Interruption Rate: 1.07%
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,027,697
Out-of-network Est. Spend: $704,627
4) Fixer to Fabulous, HGTV
Interruption Rate: 1.32%
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $585,340
Out-of-network Est. Spend: $454,300
5) Christmas Cookie Challenge, Food Network
Interruption Rate: 1.17%
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $696,185
Out-of-network Est. Spend: $165,061
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Interruption Rate - The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
Imp. Types - Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.
In-network Value - Estimated media value of in-network promos.
Out-of-network Spend - The estimated amount spent on TV airing time for this promo’s spots during a given date range.
National: Live - A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.
Local - A promo that was aired during a local ad break slot.
VOD - This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load)
OTT - On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast).