ABC grabs the top spot in this week’s Promo Mojo ranking with promos for its Roseanne reboot, which racked up nearly 286 million TV ad impressions. The network actually dominates the chart overall, grabbing two more slots with new comedies Splitting Up Together in third place and Alex, Inc. at fifth. (The Alex, Inc. promo shown here was created specially for ABC sister network Disney Channel, and includes brief interviews with series stars Zach Braff and Elisha Henig.)
Rounding out our chart: FX’s Marvel superhero drama Legion in fourth place and TBS’s Tracy Morgan vehicle The Last O.G. in second. Notably, The Last O.G. promos score the highest iSpot Attention Index (118) in our ranking, getting 18% 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 April 1.
[Images courtesy of ABC/Greg Gayne]
1) Roseanne, ABC
Attention Score: 93.34
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 76%, Local 20%, VOD/OTT 4%
In-network Value: $2,525,358
Out-of-network Est. Spend: $408,445
2) The Last O.G., TBS
Attention Score: 94.06
Attention Index: 118 (18% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $4,392,422
Out-of-network Est. Spend: $342,797
3) Splitting Up Together, ABC
Attention Score: 90.95
Attention Index: 80 (20% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,062,833
Out-of-network Est. Spend: $705,630
4) Legion, FX Network
Attention Score: 92.30
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 81%, Local 17%, VOD/OTT 2%
In-network Value: $1,480,626
Out-of-network Est. Spend: $537,886
5) Alex, Inc., ABC
Attention Score: 93.59
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $2,524,119
Out-of-network Est. Spend: $325,267
Data provided by iSpot.tv, Real-time Advertising Metrics
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).