The promo for CBS’s new obstacle-course competition show TKO: Total Knock Out from competition from comedian Kevin Hart jumps from fourth place last time to first place this time thanks to the 291.7 million TV ad impressions it racked up in just one week. But the rest of our chart is dominated by cable shows.
A promo for FX’s drug-world saga Snowfall repeats at number two, while HGTV shows up with its multi-series promo — a recent fixture in our ranking — at fourth place. And promos for two new entrants round out our ranking: CNN’s documentary miniseries The 2000s in third place and Discovery’s Shark Week at fifth.
Notably, HGTV’s multi-series promo scores the highest iSpot Attention Index (149) in our ranking, getting 49% fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV) — although CNN’s The 2000s promo comes pretty close with an iSpot Attention Index of 143.
Daily Brief by PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics company iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five TV promos ranked by TV ad impressions. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through July 8.
[Images courtesy of Monty Brinton/CBS]
1) TKO: Total Knock Out, CBS
Attention Score: 86.86
Attention Index: 61 (39% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $5,537,834
Out-of-network Est. Spend: $0.00
2) Snowfall, FX Network
Attention Score: 92.72
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 96%, Local 2%, VOD/OTT 2%
In-network Value: $2,940,857
Out-of-network Est. Spend: $44,010
3) The 2000s, CNN
Attention Score: 95.44
Attention Index: 143 (43% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,357,832
Out-of-network Est. Spend: $305,637
4) HGTV multi-series promo
Attention Score: 95.91
Attention Index: 149 (49% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $1,539,067
Out-of-network Est. Spend: $158,501
5) Shark Week, Discovery Channel
Attention Score: 89.90
Attention Index: 79 (21% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,419,474
Out-of-network Est. Spend: $194,691
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
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).