On the strength of just over 300 million TV ad impressions, TBS’s promo for The Last O.G., the Tracy Morgan comedy now in its second season, rises to first place from fifth last time. HGTV’s promo for Restored by the Fords holds steady in second place, while Food Network’s promo for Buddy vs. Duff shifts from third to fourth, and last week’s chart-topping promo, for CBS’s Million Dollar Mile, slips to fifth.
New to the ranking this week: FX promotes vampire horror-comedy What We Do in the Shadows in third place.
Notably, the Restored by the Fords promo earns the highest iSpot Attention Index (138) in this week’s 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 & 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 March 31.
[Images of The Last OG courtesy of TBS]
1) The Last O.G., TBS
Attention Score: 88.90
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $6,337,940
Out-of-network Est. Spend: $499,292
2) Restored by the Fords, HGTV
Attention Score: 94.89
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,678,224
Out-of-network Est. Spend: $237,281
3) What We Do in the Shadows, FX Network
Attention Score: 90.95
Attention Index: 89 (11% more interruptions than avg.)
Imp. Types: National 83%, Local 15%, VOD/OTT 2%
In-network Value: $1,010,735
Out-of-network Est. Spend: $2,349,787
4) Buddy vs. Duff, Food Network
Attention Score: 94.28
Attention Index: 129 (29% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $691,387
Out-of-network Est. Spend: $475,192
5) Million Dollar Mile, CBS
Attention Score: 88.61
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,936,506
Out-of-network Est. Spend: $340,065
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).