Cable networks sweep the top five in this week’s chart, starting with Discovery Channel. Promos for its Emmy-winning documentary series Deadliest Catch racked up 186.5 million TV ad impressions, grabbing the ranking’s top spot.
HGTV makes two appearances, first with a feel-good multi-series promo at number two, and then again for mother-daughter home-renovation show Good Bones at number four. TBS takes third place for its The Last O.G. promos, while Food Network closes out this week’s ranking with Iron Chef Gauntlet.
Notably, Iron Chef Gauntlet scores the highest iSpot Attention Index (137) in our ranking, with its promos getting 37% 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 22.
[Images of Deadliest Catch courtesy of Discovery Channel]
1) Deadliest Catch, Discovery Channel
Attention Score: 94.24
Attention Index: 125 (25% fewer interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $1,346,446
Out-of-network Est. Spend: $260,371
2) HGTV multi-series promo
Attention Score: 93.22
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,686,610
Out-of-network Est. Spend: $0.00
3) The Last O.G., TBS
Attention Score: 93.90
Attention Index: 120 (20% fewer interruptions than avg.)
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
In-network Value: $1,471,896
Out-of-network Est. Spend: $93,206
4) Good Bones, HGTV
Attention Score: 91.25
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 83%, Local 16%, VOD/OTT 1%
In-network Value: $921,818
Out-of-network Est. Spend: $185,021
5) Iron Chef Gauntlet, Food Network
Attention Score: 95.21
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 80%, Local 17%, VOD/OTT 3%
In-network Value: $340,959
Out-of-network Est. Spend: $146,133
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).