On the strength of 294.2 million TV ad impressions, Fox’s The Masked Singer tops this week’s chart. The network, riding high from its Super Bowl telecast, also grabs third place for another reality competition, Lego Masters, hosted by Will Arnett.
New ABC drama For Life lands in second place, while Animal Planet hypes Puppy Bowl XVI in fourth and HGTV closes out the ranking with Extreme Makeover Home Edition.
Notably, the Extreme Makeover spot earns the highest iSpot Attention Index (150) in this week’s ranking, getting 50 percent 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 Promax has partnered with Broadcasting & Cable and always-on TV ad measurement and attribution 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 Feb 2.
[Images courtesy of Fox]
1) The Masked Singer, FOX
Attention Score: 90.06
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $2,600,238
Out-of-network Est. Spend: $1,478,815
2) For Life, ABC
Attention Score: 89.67
Attention Index: 66 (34% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $4,338,622
Out-of-network Est. Spend: $512,447
3) LEGO Masters, FOX
Attention Score: 87.91
Attention Index: 56 (44% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,595,464
Out-of-network Est. Spend: $1,912,334
4) Puppy Bowl XVI, Animal Planet
Attention Score: 96.00
Attention Index: 141 (41% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,395,593
Out-of-network Est. Spend: $13,182
5) Extreme Makeover Home Edition, HGTV
Attention Score: 96.65
Attention Index: 150 (50% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,334,144
Out-of-network Est. Spend: $0.00
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).