On the strength of 273.7 million TV ad impressions, a promo for Wedding Cake Championship takes first place — the second week in a row the Food Network competition show tops our chart. It also scores the highest iSpot Attention Index (146) in our ranking, getting 46 percent fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Two very different shows about crime also get promo love from their respective networks. The second season of FX’s intense drug-world saga Snowfall lands at number two, while ABC’s playful new comedy-drama Take Two, about a private investigator and his unlikely sidekick, grabs third place.
Rounding out our ranking: a World Cup promo from Fox and Fox Sports 1, in fourth place, and OWN’s new drama Love Is, in fifth.
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 June 24.
1) Wedding Cake Championship, Food Network
Attention Score: 95.65
Attention Index: 146 (46% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $550,405
Out-of-network Est. Spend: $673,338
2) Snowfall, FX Network
Attention Score: 92.53
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 96%, Local 2%, VOD/OTT 2%
In-network Value: $2,069,681
Out-of-network Est. Spend: $162,231
3) Take Two, ABC
Attention Score: 86.35
Attention Index: 59 (41% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $3,074,269
Out-of-network Est. Spend: $162,723
4) 2018 FIFA World Cup, FOX and FS1
Attention Score: 87.05
Attention Index: 62 (38% more interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $2,089,050
Out-of-network Est. Spend: $808,277
5) Love Is, OWN
Attention Score: 91.16
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $499,093
Out-of-network Est. Spend: $337,539
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).