USA Network’s Dirty John: The Betty Broderick Story led this week’s Promo Mojo ranker with nearly 300 million TV ad impressions, according to TV ad measurement and attribution company iSpot.tv.
Traditional broadcasters are entirely absent in the week ended May 31, with the second through fifth positions promoting Nickelodeon’sThe Loud House , TNT’s Snowpiercer (down from first last week), National Geographic’s Barkskins and Discovery’s Space Launch Live.
Notably, Nick has the highest iSpot Attention Index (138) in this week’s ranking, getting 38% 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 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.
1) Dirty John: The Betty Broderick Story, USA Network
Attention Score: 93.48
Attention Index: 85 (15% more interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $2,776,095
Out-of-network Est. Spend: $1,078,697
2) The Loud House, Nickelodeon
Attention Score: 96.57
Attention Index: 138 (38% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $6,044,402
Out-of-network Est. Spend: $0.00
3) Snowpiercer, TNT
Attention Score: 95.84
Attention Index: 125 (25% fewer interruptions than avg.)
Imp. Types: National 92%, Local 5%, VOD/OTT 3%
In-network Value: $3,218,406
Out-of-network Est. Spend: $23,197
4) Barkskins, National Geographic
Attention Score: 84.35
Attention Index: 36 (64% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,930,799
Out-of-network Est. Spend: $163,791
5) Space Launch Live, Discovery Channel
Attention Score: 96.41
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $898,522
Out-of-network Est. Spend: $139,340
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).