NBC’s new drama, Debris starring Jonathan Tucker, leads Promo Mojo in the week ended Feb. 28, with nearly 315 TV ad impressions. In a rare one-two showing, NBC also takes second for its promotion of the 2021 Golden Globe Awards, even though the event itself attracted historically low ratings.
On the strength of nearly 315 million TV ad impressions, an NBC promo for new sci-fi drama Debris takes first place. The network also lands second place with its 2021 Golden Globe Awards promo.
MTV, the sole cable network to make this week’s ranking, grabs third with Floribama Shore, while CBS and ABC take fourth and fifth with, respectively, Clarice and Soul of a Nation.
Notably, the Debris spot has the highest iSpot Attention Index (115) 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 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. This is the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Feb. 28.
1) Debris, NBC
Interruption Rate: 1.59%
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $4,796,714
Out-of-network Est. Spend: $1,435,966
2) 2021 Golden Globe Awards, NBC
Interruption Rate: 2.33%
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,855,063
Out-of-network Est. Spend: $434,063
3) Floribama Shore, MTV
Interruption Rate: 2.94%
Attention Index: 108 (38% fewer interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $1,483,127
Out-of-network Est. Spend: $178,369
4) Clarice, CBS
Interruption Rate: 1.47%
Attention Index: 89 (11% more interruptions than avg.)
Imp. Types: National 86%, Local 11%, VOD/OTT 3%
In-network Value: $2,290,583
Out-of-network Est. Spend: $533,838
5) Soul of a Nation, ABC
Interruption Rate: 2.50%
Attention Index: 63 (37% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,115,667
Out-of-network Est. Spend: $41,682
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).