Hallmark Channel dominates the Promo Mojo ranker for the week ended Nov. 21, grabbing first place to promote its original movie A Kiss Before Christmas, starring DesperateHousewives co-stars Teri Hatcher and James Denton, plus fourth for The Christmas Contest and fifth for A Christmas Together With You.
Rounding out the chart are two traditional broadcasters: ABC in second place with the 2021 American Music Awards, which aired Sunday night, and Fox with College Football in third.
Notably, the 2021 American Music Awards spot has the week’s highest iSpot Attention Index (117), 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.
1) A Kiss Before Christmas, Hallmark Channel
Interruption Rate: 5.45%
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 99%, Local 1%, VOD/OTT 0%
In-network Value: $1,749,884
Out-of-network Est. Spend: $417,240
2) 2021 American Music Awards, ABC
Interruption Rate: 1.04%
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,494,897
Out-of-network Est. Spend: $311,316
3) College Football, Fox
Interruption Rate: 0.61%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $4,604,219
Out-of-network Est. Spend: $109,785
4) The Christmas Contest, Hallmark Channel
Interruption Rate: 6.08%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,159,895
Out-of-network Est. Spend: $0.00
5) A Christmas Together With You, Hallmark Channel
Interruption Rate: 6.79%
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,417,907
Out-of-network Est. Spend: $0.00
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).