Cable networks dominate the Promo Mojo list in the week ended May 2, taking first, second and fifth on the ranker.
HGTV leads with a spot for Home Town Takeover that racked up 187.3 million TV ad impressions, according to TV ad measurement and attribution firm iSpot.tv. Right behind it in second place: Paramount Network’s Bar Rescue, with 177.2 million impressions.
Two linear broadcasters — CBS’ reboot of Kids Say the Darndest Things hosted by Tiffany Haddish, and NBC’s 2021 Kentucky Derby — take third and fourth place. FX closes out the list with love for the final season of Pose.
Notably, HGTV’s Home Town Takeoverspot has the highest iSpot Attention Index (112) in this week’s ranking, 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 TV promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
[Images of Home Town Takeover courtesy of HGTV]
1) Home Town Takeover, HGTV
Interruption Rate: 1.44%
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 99%, Local 1%, VOD/OTT 0%
In-network Value: $1,038,406
Out-of-network Est. Spend: $17,052
2) Bar Rescue, Paramount Network
Interruption Rate: 2.57%
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 86%, Local 13%, VOD/OTT 1%
In-network Value: $576,406
Out-of-network Est. Spend: $277,786
3) Kids Say the Darndest Things, CBS
Interruption Rate: 1.49%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $963,098
Out-of-network Est. Spend: $0.00
4) 2021 Kentucky Derby, NBC
Interruption Rate: 1.37%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $1,258,691
Out-of-network Est. Spend: $6,202
5) Pose, FX
Interruption Rate: 2.09%
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 80%, Local 9%, VOD/OTT 1%
In-network Value: $1,175,987
Out-of-network Est. Spend: $503,188
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 - Definition: 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).