With more than a half-billion TV ad impressions, Discovery’s annual event Shark Week dominates the Promo Mojo ranker in the week ended Aug. 9, taking the numbers one and two spots.
The ranking is again entirely dominated by cable networks, with Discovery joined by HGTV’s Christina on the Coast, Reelz’ Autopsy and MTV’s Catfish.
Notably, the Autopsy spot has the highest iSpot Attention Score (95.85) in our ranking, meaning viewers were on average more 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. This week’s data covers the seven-day period through Aug. 9.
1) Shark Week, Discovery
Attention Score: 94.43
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 82%, Local 17%, VOD/OTT 1%
In-network Value: $2,798,092
Out-of-network Est. Spend: $464,801
2) Tyson vs. Jaws, Discovery
Attention Score: 94.65
Attention Index: 119 (19% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $677,171
Out-of-network Est. Spend: $958,527
3) Christina on the Coast, HGTV
Attention Score: 95.41
Attention Index: 130 (30% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,504,490
Out-of-network Est. Spend: $0.00
4) Autopsy, Reelz
Attention Score: 95.85
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 48%, Local 51%, VOD/OTT 1%
In-network Value: $104,540
Out-of-network Est. Spend: $1,074,028
5) Catfish, MTV
Attention Score: 94.02
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 83%, Local 16%, VOD/OTT 1%
In-network Value: $1,825,637
Out-of-network Est. Spend: $432,196
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. 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).