With nearly 300 million TV ad impressions, the 2019 E! People’s Choice Awards is the most-promoted program in this week’s Promo Mojo ranking. ABC grabs the next two spots, also to promote specials: the 2019 CMA Awards and The Little Mermaid Live!
Rounding out the chart: TLC hypes its new reality series Unpolished and Fox gives some love to its hit The Masked Singer.
Notably, the Unpolished promo earns the highest iSpot Attention Index (151) in this week’s ranking, getting 51% 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 Nov. 10.
[Images courtesy of E!]
1) 2019 E! People’s Choice Awards, Entertainment Network E!
Attention Score: 92.73
Attention Index: 89 (11% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,542,598
Out-of-network Est. Spend: $1,608,514
2) 2019 CMA Awards, ABC
Attention Score: 91.73
Attention Index: 79 (21% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $2,966,239
Out-of-network Est. Spend: $307,644
3) The Little Mermaid Live!, ABC
Attention Score: 93.10
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $1,237,001
Out-of-network Est. Spend: $444,813
4) Unpolished, TLC Channel
Attention Score: 96.83
Attention Index: 151 (51% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $945,542
Out-of-network Est. Spend: $0
5) The Masked Singer, Fox
Attention Score: 92.07
Attention Index: 82 (18% more interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $1,809,335
Out-of-network Est. Spend: $476,584
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 in its respective industry. 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).