On the strength of nearly 264 million TV ad impressions, TLC’s 90 Day Fiancé: Happily Ever After? leads this week’s ranker. CBS promotes its new original limited series The Red Line in second, while last week’s chart-topper, ABC’s Bless This Mess, starring Dax Shepard and Lake Bell, slips to fifth.
Rounding out the ranking: HGTV’s Bargain Mansions and Food Network’s Restaurant Impossible, in third and fourth place, respectively.
Notably, Bargain Mansions earns the highest iSpot Attention Index (138), getting 38% 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 PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics 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 April 28.
1) 90 Day Fiancé: Happily Ever After?, TLC
Attention Score: 80.82
Attention Index: 45 (55% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $966,715
Out-of-network Est. Spend: $742,350
2) The Red Line, CBS
Attention Score: 90.33
Attention Index: 88 (12% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $2,810,639
Out-of-network Est. Spend: $0.00
3) Bargain Mansions, HGTV
Attention Score: 94.74
Attention Index: 138 (38% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,942,007
Out-of-network Est. Spend: $132,283
4) Restaurant Impossible, Food Network
Attention Score: 93.62
Attention Index: 125 (25% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $698,150
Out-of-network Est. Spend: $575,000
5) Bless This Mess, ABC
Attention Score: 89.37
Attention Index: 81 (19% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $2,275,220
Out-of-network Est. Spend: $61,282
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).