NBC’s new crime thriller The Endgameleads the Promo Mojo ranker for the week ended February 20, ending the five-week reign of the Winter Olympics as TV’s most-promoted programming. Joining NBC is one other traditional broadcaster, ABC, which promotes the 20th season of American Idol in fifth place.
But the balance of this week’s ranking is dominated by cable networks: AMC, with the return of The Walking Dead (the second part of season 11) in second place; HGTV, with the third season of 100 Day Dream Home in third; and Food Network, with the eighth season of Spring Baking Championship in fourth.
Notably, The Endgame has the week’s highest iSpot Attention Index (116), 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 email@example.com. Chart positions may be updated in iSpot’s database as additional airings information becomes available.
[Images of The Endgame courtesy of NBCUniversal]
1) The Endgame, NBC
Interruption Rate: 1.15%
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $4,252,911
Out-of-network Est. Spend: $1,289,945
2) The Walking Dead, AMC
Interruption Rate: 2.19%
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $577,065
Out-of-network Est. Spend: $724,211
3) 100 Day Dream Home, HGTV
Interruption Rate: 1.30%
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $484,806
Out-of-network Est. Spend: $407,016
4) Spring Baking Championship, Food Network
Interruption Rate: 1.09%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $736,285
Out-of-network Est. Spend: $0.00
5) American Idol, ABC
Interruption Rate: 1.71%
Attention Index: 97 (3% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,111,323
Out-of-network Est. Spend: $181,294
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).