On the strength of nearly 240 million TV ad impressions, a promo for Mars, the second season of National Geographic’s “global event series,” tops this week’s chart.
Food Network gets in a festive mood with Holiday Baking Championship at number two and Ultimate Thanksgiving Challenge at number five. Meanwhile, Fox, which dominated this ranking last week (taking four out of five spots), still makes a respectable showing, grabbing third place for 9-1-1 and fourth for Fox College Football.
Notably, Mars earns the highest iSpot Attention Index (135) in our ranking, getting 35 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 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 Nov. 4.
1) Mars, National Geographic
Attention Score: 94.57
Attention Index: 135 (35% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $2,206,036
Out-of-network Est. Spend: $530,123
2) Holiday Baking Championship, Food Network
Attention Score: 93.38
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $626,141
Out-of-network Est. Spend: $1,182,562
3) 9-1-1, FOX
Attention Score: 88.48
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $2,942,471
Out-of-network Est. Spend: $0.00
4) College Football, FOX
Attention Score: 91.12
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $2,986,714
Out-of-network Est. Spend: $0.00
5) Ultimate Thanksgiving Challenge, Food Network
Attention Score: 94.03
Attention Index: 129 (29% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $884,016
Out-of-network Est. Spend: $162,508
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).