On the strength of just over 479 million TV ad impressions, NBC’s Bluff City Law is the most-promoted show in this week’s Promo Mojo ranking.
For the first time in months, the top five is entirely taken over by traditional broadcasters hyping their fall line-ups, with Fox dominating by taking second place for Prodigal Son, fourth for The Masked Singer and fifth for 9-1-1, while ABC grabs third for Stumptown.
Notably, the Bluff City Law promo earns the highest iSpot Attention Index (107) in the ranking, getting 7 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 Sept. 22.
[Images of NBC’s Bluff City Law courtesy of NBC/Connie Chornuk]
1) Bluff City Law, NBC
Attention Score: 93.91
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $4,347,732
Out-of-network Est. Spend: $2,432,059
2) Prodigal Son, FOX
Attention Score: 93.78
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $3,136,125
Out-of-network Est. Spend: $3,070,974
3) Stumptown, ABC
Attention Score: 88.90
Attention Index: 59 (41% more interruptions than avg.)
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
In-network Value: $3,363,365
Out-of-network Est. Spend: $2,792,116
4) The Masked Singer, FOX
Attention Score: 91.21
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $2,809,306
Out-of-network Est. Spend: $2,223,769
5) 9-1-1, FOX
Attention Score: 91.51
Attention Index: 77 (23% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $2,058,973
Out-of-network Est. Spend: $2,104,181
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).