Competitions once again rule the Promo Mojo ranker in the week ended June 13. On the strength of 227.1 million TV ad impressions, an ABC spot for The Celebrity Dating Game takes first place. The previous two weeks’ rankers had been topped by NBC’s America’s Got Talent, but this week it drops to fourth.
Meanwhile, TBS hypes new game show The Cubein second, and a CMT spot for the CMT Music Awards takes third.
Closing out the ranking, Hallmark Movies & Mysteries gives some love to Aurora Teagarden Mysteries in fifth.
Notably, the America’s Got Talent spot has this week’s highest iSpot Attention Index (107), 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 TV promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
[Images of The Celebrity Dating Game courtesy of ABC]
1) The Celebrity Dating Game, ABC
Interruption Rate: 1.55%
Attention Index: 92 (8% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $1,745,655
Out-of-network Est. Spend: $187,623
2) The Cube, TBS
Interruption Rate: 1.79%
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,686,132
Out-of-network Est. Spend: $216,219
3) 2021 CMT Music Awards, Country Music Television (CMT)
Interruption Rate: 2.34%
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 81%, Local 17%, VOD/OTT 2%
In-network Value: $472,109
Out-of-network Est. Spend: $130,727
4) America’s Got Talent, NBC
Interruption Rate: 1.99%
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $1,083,018
Out-of-network Est. Spend: $5,844
5) Aurora Teagarden Mysteries, Hallmark Movies & Mysteries
Interruption Rate: 3.96%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $941,090
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 - Definition: 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).