CBS led the Promo Mojo ranker in the week ended March 14 with more than 305.5 million TV ad impressions for the 63rd Annual Grammy Awards. That promotional push failed to sufficiently motivate audiences—ratings for “music’s biggest night,” which normally airs in January, were way down. Fox, the other traditional broadcaster in this week’s chart, took second place with its reboot of America’s Most Wanted.
Rounding out the ranking: HGTV in third place builds excitement for Rock the Block; Disney Channel comes in fourth with a general network spot titled “Use Your Voice” that tells the inspiring story of ballet dancer Misty Copeland; and National Geographic takes fifth with its campaign for the third iteration of its Genius anthology series focusing on the life of Aretha Franklin.
Notably, HGTV’s Rock the Block promo has the highest iSpot Attention Index (121) in this week’s ranking, meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Brief by Promax has partnered with Broadcasting & Cable and 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. This is the programming networks have been promoting most heavily to drive tune-in.
[Images of the 63rd Annual Grammy Awards courtesy of CBS]
1) 2021 Grammys, CBS
Interruption Rate: 1.48%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $3,280,932
Out-of-network Est. Spend: $730,916
2) America’s Most Wanted, Fox
Interruption Rate: 1.07%
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 86%, Local 11%, VOD/OTT 3%
In-network Value: $1,486,036
Out-of-network Est. Spend: $1,354,201
3) Rock the Block, HGTV
Interruption Rate: 1.18%
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,368,736
Out-of-network Est. Spend: $330,733
4) Use Your Voice, Disney Channel
Interruption Rate: 5.70%
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $2,967,109
Out-of-network Est. Spend: $0.00
5) Genius, National Geographic
Interruption Rate: 1.85%
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $1,499,866
Out-of-network Est. Spend: $2,559,349
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Interruption Rate - Definition: The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
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).