Fox smacked down the Promo Mojo competition in the week ended Oct. 6 with 400.5 million TV ad impressions for its latest arrival: WWE’s Friday Night SmackDown.
Fox also grabbed third and fourth on this week’s ranking with Prodigal Son, fall’s first new primetime broadcast series to get a full-season order, and with last season’s number-one new show, The Masked Singer.
ABC snagged second place for its Tiffany Haddish-hosted reboot, Kids Say the Darndest Things, and for the first time in three weeks a cable network lands in our top five, with AMC hyping the return of The Walking Dead in fifth.
Notably, that TWD promo earns the highest iSpot Attention Index (103) in our ranking, getting 3 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 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Oct. 6.
1) Friday Night SmackDown, FOX
Attention Score: 93.74
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $5,262,132
Out-of-network Est. Spend: $1,146,088
2) Kids Say the Darndest Things, ABC
Attention Score: 93.67
Attention Index: 100 (0% fewer interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $2,811,227
Out-of-network Est. Spend: $1,213,720
3) Prodigal Son, FOX
Attention Score: 90.43
Attention Index: 66 (34% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,202,794
Out-of-network Est. Spend: $512,763
4) The Masked Singer, FOX
Attention Score: 91.38
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $2,702,952
Out-of-network Est. Spend: $653,520
5) The Walking Dead, AMC
Attention Score: 93.82
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $1,354,989
Out-of-network Est. Spend: $1,559,839
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).