Fox’s emergency response shows 9-1-1 and spinoff 9-1-1: Lone Star pair up to lead this week’s Promo Mojo ranker in the week ended Jan. 17, with the spot scoring nearly 400 million TV ad impressions. Fox also pops up in an NFL promo — along with NBC and CBS — for NFL Football divisional playoff games in third.
CBS’ The Equalizer comes in fourth and gives traditional broadcast networks the edge in this week’s top five. Rounding out the ranking: Cable nets CNN and TNT with, respectively, Lincoln: Divided We Stand in second and just-renewed Snowpiercer in fifth.
Notably, the CNN spot has the highest iSpot Attention Index (116) in the 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.
1) 9-1-1 | 9-1-1: Lone Star, Fox
Interruption Rate: 1.27%
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $2,445,841
Out-of-network Est. Spend: $4,058,005
2) Lincoln: Divided We Stand, CNN
Interruption Rate: 1.37%
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $403,522
Out-of-network Est. Spend: $0.00
3) NFL Football, NFL
Interruption Rate: 1.67%
Attention Index: 84 (16% more interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $15,129
Out-of-network Est. Spend: $14,019,811
4) The Equalizer, CBS
Interruption Rate: 0.76%
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $4,295,568
Out-of-network Est. Spend: $0.00
5) Snowpiercer, TNT
Interruption Rate: 2.51%
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $2,941,955
Out-of-network Est. Spend: $1,475,801
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 - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
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).