NBC sped into the Promo Mojo lead with new sitcom American Auto in the week ended Jan. 2. NBC is joined by fellow traditional broadcaster Fox with new crime drama The Cleaning Lady in second and 9-1-1: Lone Star, now in its third season, in third.
Cable nets round out the ranking: Hallmark Channel — which dominated the ranking in December with promos for its original Christmas movies — serves up a general network spot with the tagline “Where love happens” in fourth place. And Paramount Network hypes the Jan. 2 season finale of Yellowstone in fifth.
Notably, the 9-1-1: Lone Star spot has the week’s highest iSpot Attention Index (117), 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 iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact firstname.lastname@example.org.
[Images of American Auto courtesy of NBC]
1) American Auto, NBC
Interruption Rate: 1.35%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,223,447
Out-of-network Est. Spend: $2,466,896
2) The Cleaning Lady, Fox
Interruption Rate: 1.48%
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,331,731
Out-of-network Est. Spend: $2,616,259
3) 9-1-1: Lone Star, Fox
Interruption Rate: 1.40%
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $2,260,264
Out-of-network Est. Spend: $1,768,544
4) Hallmark Channel general network promo
Interruption Rate: 4.31%
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 99%, Local 1%, VOD/OTT 0%
In-network Value: $1,745,460
Out-of-network Est. Spend: $606,085
5) Yellowstone, Paramount Network
Interruption Rate: 4.05%
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 93%, Local 4%, VOD/OTT 3%
In-network Value: $1,372,610
Out-of-network Est. Spend: $440,001
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 - 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).