NBC’s reboot of primetime game show TheWeakest Link, starring Jane Lynch, is the strongest entry on the Promo Mojo ranker in the week ended Sept. 27. Cable networks take the next three slots, with FX’s fourth season premiere of Fargo, starring Chris Rock, in second. The NFL Network drums up excitement for Thursday Night Football in third, and Comedy Central hypes its one-hour South Park pandemic special in fourth.
Fox closes out this week’s list with Next (sometimes styled as neXt, like Steve Jobs’ one-time computer company), a new AI-themed sci-fi drama starring John Slattery.
Notably, the South Park spot has this week’s highest iSpot Attention Index (116) on the ranker, 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 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. This is the programming networks have been promoting most heavily to drive tune-in.
1) Weakest Link, NBC
Completion Rate: 98.39
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $4,940,390
Out-of-network Est. Spend: $592,843
2) Fargo, FX
Completion Rate: 97.89
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,961,175
Out-of-network Est. Spend: $2,736,634
3) Thursday Night Football, NFL Network
Completion Rate: 99.10
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $387,331
Out-of-network Est. Spend: $5,797,660
4) South Park, Comedy Central
Completion Rate: 97.47
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 81%, Local 18%, VOD/OTT 1%
In-network Value: $2,443,079
Out-of-network Est. Spend: $95,460
5) neXt, Fox
Completion Rate: 98.53
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $2,806,743
Out-of-network Est. Spend: $1,494,823
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.
Completion Rate - The percentage of devices that were present at the beginning of an ad that made it all the way to the end of the ad.
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).