On the strength of 523.8 million TV ad impressions, Fox’s promo for its new drama The Passage— based on the Justin Cronin novel of the same name—lands this week’s top spot. Fox dominates this week’s chart by also taking second place for new reality competition The Masked Singer and third place for new medical drama The Resident.
Closing out the ranking: promos for Discovery’s Garage Rehab and Investigation Discovery’s In Pursuit.
Notably, the In Pursuit promo earns the highest iSpot Attention Index (142) in this week’s ranking, getting 42% 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 Jan. 13.
[Images of The Passage courtesy of Fox]
1) The Passage, FOX
Attention Score: 89.30
Attention Index: 83 (17% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $7,244,609
Out-of-network Est. Spend: $2,000,625
2) The Masked Singer, FOX
Attention Score: 80.66
Attention Index: 46 (54% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $5,108,357
Out-of-network Est. Spend: $540,506
3) The Resident, FOX
Attention Score: 91.75
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $2,380,449
Out-of-network Est. Spend: $546,966
4) Garage Rehab, Discovery Channel
Attention Score: 86.51
Attention Index: 66 (34% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,582,659
Out-of-network Est. Spend: $602,334
5) In Pursuit, Investigation Discovery
Attention Score: 94.89
Attention Index: 142 (42% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $771,763
Out-of-network Est. Spend: $367,117
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).