NBC’s sinkhole series La Brea stayed atop the Promo Mojo ranker in the week ended Oct. 3, marking the second straight week the show has led the list.
ABC dominates the chart overall, though, grabbing second place for Big Sky, third for the joint promo for the Grey’s Anatomy and Station 19 crossover premiere event, and fourth for The Wonder Years reboot.
CBS takes fifth place with the new season of The Equalizer, which means that traditional linear broadcasters have now swept Promo Mojo’s top five for three weeks in a row.
Notably, the Big Sky spot has this week’s highest iSpot Attention Index (109), 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 La Brea courtesy of NBC]
1) La Brea, NBC
Interruption Rate: 2.20%
Attention Index: 86 (14% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $4,410,506
Out-of-network Est. Spend: $543,202
2) Big Sky, ABC
Interruption Rate: 1.45%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $1,982,426
Out-of-network Est. Spend: $1,329,214
3) Grey’s Anatomy | Station 19, ABC
Interruption Rate: 1.43%
Attention Index: 92 (8% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $497,768
Out-of-network Est. Spend: $1,078,735
4) The Wonder Years, ABC
Interruption Rate: 1.43%
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 90%, Local 7%, VOD/OTT 3%
In-network Value: $947,681
Out-of-network Est. Spend: $656,604
5) The Equalizer, CBS
Interruption Rate: 1.05%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $3,469,334
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 - 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).