For the second week in a row, cable networks swept the Promo Mojo list. This week’s chart-topper: TBS, whose promos for Tracy Morgan vehicle The Last O.G. racked up 175.5 million TV ad impressions.
HGTV grabs the next two slots, first with a multi-series promo at number two, and then again for mother-daughter home-reno show Good Bones at number three. TBS sister network TNT lands at fourth place for its crime drama Animal Kingdom, while Food Network closes out our ranking with Iron Chef Gauntlet.
Notably, Animal Kingdom scores the highest iSpot Attention Index (139) in our ranking, with its promos getting 39% 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 April 29.
1) The Last O.G., TBS
Attention Score: 91.58
Attention Index: 90 (10% more interruptions than avg.)
Imp. Types: National 96%, Local 2%, VOD/OTT 2%
In-network Value: $1,875,334
Out-of-network Est. Spend: $148,649
2) HGTV multi-series promo
Attention Score: 93.65
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,435,789
Out-of-network Est. Spend: $0
3) Good Bones, HGTV
Attention Score: 91.67
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 85%, Local 14%, VOD/OTT 1%
In-network Value: $939,550
Out-of-network Est. Spend: $154,253
4) Animal Kingdom, TNT
Attention Score: 95.40
Attention Index: 139 (39% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,284,790
Out-of-network Est. Spend: $0
5) Iron Chef Gauntlet, Food Network
Attention Score: 95.06
Attention Index: 135 (35% fewer interruptions than avg.)
Imp. Types: National 79%, Local 18%, VOD/OTT 3%
In-network Value: $457,759
Out-of-network Est. Spend: $89,764
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).