VH1’s RuPaul’s Drag Race sashaysinto first place on the Promo Mojo ranker in the week ended Jan. 3 with nearly a half-billion TV ad impressions, according to iSpot.tv.
Traditional broadcast networks grab the next three slots in this week’s ranking, with NBC’s new Ted Danson vehicle Mr. Mayor in second, Fox’s Mayim Bialik sitcom Call Me Kat in third, and the 25th edition of ABC’s The Bachelor in fourth. Closing out the top five: TBS’ Go-Big Show, an unconventional talent competition featuring Snoop Dogg, Rosario Dawson, Jennifer Nettles and Cody Rhodes as judges.
Notably, the Kat spot has the highest iSpot Attention Index (121) in the ranking, 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. This week’s data covers the seven-day period through Jan. 3.
1) RuPaul’s Drag Race, VH1
Interruption Rate: 3.66%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $3,564,334
Out-of-network Est. Spend: $781,175
2) Mr. Mayor, NBC
Interruption Rate: 1.67%
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $5,204,024
Out-of-network Est. Spend: $1,648,261
3) Call Me Kat, Fox
Interruption Rate: 1.34%
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $3,342,336
Out-of-network Est. Spend: $2,191,814
4) The Bachelor, ABC
Interruption Rate: 1.32%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $4,160,434
Out-of-network Est. Spend: $955,606
5) Go-Big Show, TBS
Interruption Rate: 2.14%
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $3,239,602
Out-of-network Est. Spend: $3,466,717
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 rate at which the audience present at the beginning of your ad disengages with it before it ends.
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).