With 316.2 million TV ad impressions, OWN’s special titled OWN Spotlight: Where Do We Go From Here? and hosted by network founder Oprah Winfrey leads the list in the week ended June 14. The special included conversations about systemic racism and police brutality as protests around both issues continue across the country.
Cable networks dominate this week’s ranking, with USA Network’s Dirty John: The Betty Broderick Story in second place, Paramount Network’s Kevin Costner-led drama Yellowstone in third, and HGTV in fourth for Good Bones. ABC was the sole traditional broadcaster in the mix with its new game show, Don’t, hosted by Adam Scott and executive produced by Ryan Reynolds, in fifth place.
Notably, the OWN spot also had the highest iSpot Attention Index (127) in this week’s ranking, getting 27% fewer interruptions than the average promo (interruptions include 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. This week’s data covers the seven-day period through June 14.
1) OWN Spotlight: Where Do We Go From Here?, OWN
Attention Score: 95.85
Attention Index: 127 (27% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,352,671
Out-of-network Est. Spend: $110,700
2) Dirty John: The Betty Broderick Story, USA Network
Attention Score: 91.43
Attention Index: 67 (33% more interruptions than avg.)
Imp. Types: National 86%, Local 11%, VOD/OTT 3%
In-network Value: $1,867,686
Out-of-network Est. Spend: $855,966
3) Yellowstone, Paramount Network
Attention Score: 90.61
Attention Index: 61 (39% more interruptions than avg.)
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
In-network Value: $1,686,286
Out-of-network Est. Spend: $619,850
4) Good Bones, HGTV
Attention Score: 91.23
Attention Index: 65 (35% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $992,088
Out-of-network Est. Spend: $80,153
5) Don’t, ABC
Attention Score: 92.95
Attention Index: 81 (19% more interruptions than avg.)
Imp. Types: National 83%, Local 15%, VOD/OTT 2%
In-network Value: $2,982,420
Out-of-network Est. Spend: $557,782
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. 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).