On the strength of nearly a quarter-billion TV ad impressions, HGTV’s spot for the new season of brother-sister home-renovation series Restored by the Fords is top-ranked in the week ended March 10. Last week’s leader, ABC’s promo for American Idol, slips to second, while ABC makes a second appearance in fifth place with another plug for Whiskey Cavalier.
Rounding out the ranking: promos for Food Network’s Buddy vs. Duff in third and ESPN’s College Basketball in fourth with March Madness right around the corner.
Notably, Restored by the Fords earns the highest iSpot Attention Index (138) in our ranking, getting 38 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 PromaxBDA has partnered with Broadcasting & Cableand 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 March 10.
1) Restored by the Fords, HGTV
Attention Score: 95.10
Attention Index: 138 (38% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,889,877
Out-of-network Est. Spend: $184,108
2) American Idol, ABC
Attention Score: 89.07
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 81%, Local 16%, VOD/OTT 3%
In-network Value: $2,484,021
Out-of-network Est. Spend: $422,294
3) Buddy vs. Duff, Food Network
Attention Score: 94.86
Attention Index: 135 (35% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $584,063
Out-of-network Est. Spend: $538,446
4) College Basketball, ESPN
Attention Score: 88.36
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,141,049
Out-of-network Est. Spend: $0.00
5) Whiskey Cavalier, ABC
Attention Score: 91.53
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 88%, Local 9%, VOD/OTT 3%
In-network Value: $2,455,578
Out-of-network Est. Spend: $209,358
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).