Shark Week was Promo Mojo’s apex predator in the week ended July 11 as Discovery’s spot for the aquatic week netted 385.5 million TV ad impressions.
Traditional broadcasters swept the next three spots: CBS’ Love Island in second, NBCs’s Tokyo Summer Olympics in third and ABC’s NBA Finals in fourth.
TNT has the week’s only scripted entry with the premiere of the fifth and penultimate season of AnimalKingdom.
Notably, the Shark Week spot has the week’s highest iSpot Attention Index (109), 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 promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
1) Shark Week, Discovery
Interruption Rate: 1.52%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,179,241
Out-of-network Est. Spend: $394,406
2) Love Island, CBS
Interruption Rate: 2.50%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $1,818,531
Out-of-network Est. Spend: $53,838
3) Tokyo Summer Olympics, NBC
Interruption Rate: 1.95%
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,838,356
Out-of-network Est. Spend: $2,318
4) 2021 NBA Finals, ABC
Interruption Rate: 1.82%
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $4,942,549
Out-of-network Est. Spend: $349,528
5) Animal Kingdom, TNT
Interruption Rate: 3.42%
Attention Index: 85 (15% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $669,806
Out-of-network Est. Spend: $600,772
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 - 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).