With nearly 270 million TV ad impressions, CBS’s FBI: Most Wanted tops this week’s Promo Mojo chart. Cable networks have a slight edge in this week’s ranking, with Investigation Discovery grabbing second place for In Pursuit, Paramount Network third for 68 Whiskey and HGTV fifth for Christina on the Coast.
Rounding out the list in fourth place: NBC hypes Lincoln Rhyme: Hunt for the Bone Collector by quoting some social media buzz about the crime drama.
Notably, the In Pursuit spot earns the highest iSpot Attention Index (146) in this week’s ranking, getting 46 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 Promax has partnered with Broadcasting & Cableand 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Jan 12.
[Images of FBI: Most Wanted courtesy of CBS]
1) FBI: Most Wanted, CBS
Attention Score: 89.42
Attention Index: 65 (35% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $4,744,877
Out-of-network Est. Spend: $28,538
2) In Pursuit, Investigation Discovery
Attention Score: 96.28
Attention Index: 146 (46% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,208,447
Out-of-network Est. Spend: $201,228
3) 68 Whiskey, Paramount Network
Attention Score: 89.88
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $1,109,965
Out-of-network Est. Spend: $2,660,266
4) Lincoln Rhyme: Hunt for the Bone Collector, NBC
Attention Score: 95.78
Attention Index: 138 (38% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $3,887,538
Out-of-network Est. Spend: $326,700
5) Christina on the Coast, HGTV
Attention Score: 95.30
Attention Index: 131 (31% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $2,037,266
Out-of-network Est. Spend: $0.00
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 in its respective industry. 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).