On the strength of 362.6 million TV ad impressions, a promo for One World: Together at Home topped the Promo Mojo ranker in the week ended April 19. The April 18 virtual event, a benefit concert in support of the World Health Organization with support from Pepsi and other sponsors, was promoted on and simulcast by ABC, CBS, NBC and related networks, as well as being streamed online across multiple platforms.
Fox News highlights its coronavirus coverage in second place and CNN promotes its new podcast, Coronavirus: Fact Vs. Fiction, in fifth. Meanwhile, providing welcome distraction from the pandemic are Discovery and HGTV, which hype, respectively, Deadliest Catch and Celebrity IOU in third and fourth place.
Notably, the CNN 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 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 the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through April 19.
1) One World: Together at Home, ABC, CBS and NBC
Attention Score: 85.47
Attention Index: 46 (54% more interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,225,466
Out-of-network Est. Spend: $3,396,976
2) Coronavirus coverage, Fox News
Attention Score: 93.73
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $399,222
Out-of-network Est. Spend: $1,032
3) Deadliest Catch, Discovery
Attention Score: 95.91
Attention Index: 139 (39% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $1,731,836
Out-of-network Est. Spend: $27,683
4) Celebrity IOU, HGTV
Attention Score: 94.54
Attention Index: 119 (19% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $1,321,925
Out-of-network Est. Spend: $58,065
5) Coronavirus: Fact Vs. Fiction Podcast, CNN
Attention Score: 96.13
Attention Index: 142 (42% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $690,875
Out-of-network Est. Spend: $0.00
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).