NBC leads the Promo Mojo ranker in the week ended March with nearly 280 million TV ad impressions for new sci-fi drama Debris, starring Jonathan Tucker.
But unlike last weeks, cable networks dominate the rest of the ranking. Food Network takes second place to promote Tournament of Champions, while HGTV nabs third with Rock the Block, and Disney fifth to serve up a general network promo titled “Show Us Your Skills” that uses some of its on-air talent in a PSA-style spot.
Besides NBC, the other traditional broadcaster to make this week’s cut is Fox, which takes fourth place to hype the return of The Masked Singer to its primetime schedule.
Notably, the Fox spot has the highest iSpot Attention Index (158) in this week’s ranking, meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
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 is the programming networks have been promoting most heavily to drive tune-in.
1) Debris, NBC
Interruption Rate: 1.38%
Attention Index: 143 (43% fewer interruptions than avg.)
Imp. Types: National 90%, Local 7%, VOD/OTT 3%
In-network Value: $2,861,807
Out-of-network Est. Spend: $276,352
2) Tournament of Champions, Food Network
Interruption Rate: 1.20%
Attention Index: 149 (49% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $920,791
Out-of-network Est. Spend: $460,671
3) Rock the Block, HGTV
Interruption Rate: 1.23%
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,686,928
Out-of-network Est. Spend: $0.00
4) The Masked Singer, Fox
Interruption Rate: 1.07%
Attention Index: 158 (58% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,227,494
Out-of-network Est. Spend: $1,684,523
5) Show Us Your Skills, Disney Channel
Interruption Rate: 6.62%
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 96%, Local 1%, VOD/OTT 3%
In-network Value: $3,549,090
Out-of-network Est. Spend: $0.00
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Interruption Rate - Definition: The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
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).