On the strength of 272.5 million TV ad impressions, HGTV’s Flip or Flop spin-off Christina on the Coast takes Promo Mojo’s top spot for the second week in a row (rising from 249.6 million last time).
With the exception of ABC, whose live revivals of All in the Family/The Jeffersons on May 22 came in fourth, traditional broadcasters are crowded out of this week’s ranking; TNT once again grabs third and fifth place for, respectively, Animal Kingdom and Claws, and National Geographic takes second for its miniseries The Hot Zone.
Notably, Animal Kingdom earns the highest iSpot Attention Index (139) in our ranking, getting 39% 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 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 May 26.
1) Christina on the Coast, HGTV
Attention Score: 89.68
Attention Index: 81 (19% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $1,376,866
Out-of-network Est. Spend: $568,403
2) The Hot Zone, National Geographic
Attention Score: 87.55
Attention Index: 67 (33% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,776,359
Out-of-network Est. Spend: $2,149,030
3) Animal Kingdom, TNT
Attention Score: 94.96
Attention Index: 139 (39% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $2,966,109
Out-of-network Est. Spend: $390,140
4) Norman Lear’s All in the Family and The Jeffersons, ABC
Attention Score: 94.37
Attention Index: 132 (32% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $2,061,003
Out-of-network Est. Spend: $346,763
5) Claws, TNT
Attention Score: 94.30
Attention Index: 131 (31% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $2,279,709
Out-of-network Est. Spend: $0.00
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. 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).