On the strength of 432.8 million TV ad impressions, Fox’s promotion of college football — specifically, the Big 10 Championship Game — takes first place in this week’s Promo Mojo ranker. Other very different sorts of competitions round out the list, with Discovery’s Man Vs Bearin fourth place and Food Network’s Holiday Wars in fifth.
Hallmark Channel lands in third with its Countdown to Christmas Fantasy Game (an online companion to the network’s original holiday movie airings) with a $20,000 grand prize — and even CBS’s Evil, in second place, involves a face-off (against good, of course).
Notably, the Hallmark spot earns the highest iSpot Attention Index (136) in our ranking, getting 36 percent fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Daily Brief by Promax has partnered with Broadcasting & Cable and always-on TV ad measurement and attribution 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 Dec. 1.
[Images courtesy of Fox Sports]
1) College Football, Fox
Attention Score: 85.58
Attention Index: 48 (52% more interruptions than avg.)
Imp. Types: National 98%, Local 3%, VOD/OTT 1%
In-network Value: $6,521,236
Out-of-network Est. Spend: $3,600
2) Evil, CBS
Attention Score: 92.73
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 97%, Local 4%, VOD/OTT 1%
In-network Value: $5,636,070
Out-of-network Est. Spend: $0.00
3) Countdown to Christmas, Hallmark Channel
Attention Score: 95.54
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 96%, Local 5%, VOD/OTT 1%
In-network Value: $459,858
Out-of-network Est. Spend: $543,185
4) Man Vs Bear, Discovery Channel
Attention Score: 94.55
Attention Index: 122 (22% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,367,245
Out-of-network Est. Spend: $15,538
5) Holiday Wars, Food Network
Attention Score: 94.95
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $629,389
Out-of-network Est. Spend: $491,376
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
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 in its respective industry. 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).