Disney Channel’s musical-fantasy telefilm Descendants 3 leads this week’s Promo Mojo ranker with nearly 200 million ad impressions, and the network also snags fourth place for a general Disney Channel promo that encourages viewers to volunteer in their communities.
TNT and TBS’s Chasing the Cure enters the ranking in second place, while Discovery continues to drum up excitement for previous chart-topper, Serengeti, in third. Closing out the top five: HGTV’s Flip or Flop.
Notably, Disney Channel’s general promoearns the highest iSpot Attention Index (117) in our ranking, getting 17 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 PromaxBDA 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Aug. 11.
[Images courtesy of Disney Channel/David Bukach]
1) Descendants 3, Disney Channel
Attention Score: 93.83
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $944,868
Out-of-network Est. Spend: $0.00
2) Chasing the Cure, TNT and TBS
Attention Score: 89.05
Attention Index: 61 (39% more interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $1,562,263
Out-of-network Est. Spend: $1,103,037
3) Serengeti, Discovery Channel
Attention Score: 93.64
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $1,571,751
Out-of-network Est. Spend: $3,658
4) #SummerOfService, Disney Channel
Attention Score: 94.45
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $583,476
Out-of-network Est. Spend: $225,661
5) Flip or Flop, HGTV
Attention Score: 92.94
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 94%, Local 10%, VOD/OTT 2%
In-network Value: $1,064,936
Out-of-network Est. Spend: $14,801
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).