ABC’s American Idol is number one on the Promo Mojo ranker in the week ended March 3 with 480 million TV ad impressions. Last week’s chart topper, ABC’s Whiskey Cavalier, slips to number three.
Meanwhile, the rest of the ranking is new, with NBC promoting World of Dance and Good Girls in second and fourth place, respectively, and Discovery hyping Naked and Afraid in fifth place.
Notably,Naked and Afraid earns the highest iSpot Attention Index (124) in our ranking, getting 24 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 3.
[Images of American Idol courtesy of ABC]
1) American Idol, ABC
Attention Score: 90.40
Attention Index: 85 (15% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $4,826,381
Out-of-network Est. Spend: $1,287,101
2) World of Dance, NBC
Attention Score: 87.15
Attention Index: 63 (37% more interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $2,523,943
Out-of-network Est. Spend: $881,879
3) Whiskey Cavalier, ABC
Attention Score: 86.02
Attention Index: 58 (42% more interruptions than avg.)
Imp. Types: National 86%, Local 11%, VOD/OTT 3%
In-network Value: $3,979,993
Out-of-network Est. Spend: $968,387
4) Good Girls, NBC
Attention Score: 89.73
Attention Index: 79 (21% more interruptions than avg.)
Imp. Types: National 76%, Local 22%, VOD/OTT 2%
In-network Value: $2,278,939
Out-of-network Est. Spend: $1,067,414
5) Naked and Afraid, Discovery Channel
Attention Score: 93.83
Attention Index: 124 (24% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,164,296
Out-of-network Est. Spend: $463,898
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).