On the strength of 577.6 million TV ad impressions, a promo for HGTV’s Property Brothers spin-off Celebrity IOU tops this week’s Promo Mojo chart, moving up from third place last time.
ABC grabs second place with Who Wants to Be a Millionaire?, as well as fifth for The Bachelor: Listen to Your Heart. Meanwhile, CNN promotes its new podcast, Coronavirus: Fact Vs. Fiction, in third, and Fox News deploys its on-air talent to deliver a “stay safe” PSA in fourth.
Notably, the CNN promo earns the highest iSpot Attention Index (139) in this week’s ranking, getting 39 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. This the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through April 12.
1) Celebrity IOU, HGTV
Attention Score: 91.83
Attention Index: 82 (18% more interruptions than avg.)
Imp. Types: National 83%, Local 16%, VOD/OTT 1%
In-network Value: $2,349,505
Out-of-network Est. Spend: $732,964
2) Who Wants to Be a Millionaire?, ABC
Attention Score: 93.96
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 81%, Local 18%, VOD/OTT 1%
In-network Value: $4,261,024
Out-of-network Est. Spend: $438,670
3) Coronavirus: Fact Vs. Fiction Podcast, CNN
Attention Score: 95.91
Attention Index: 139 (39% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $891,282
Out-of-network Est. Spend: $0.00
4) Coronavirus PSA, Fox News
Attention Score: 93.91
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $443,346
Out-of-network Est. Spend: $0.00
5) The Bachelor: Listen to Your Heart, ABC
Attention Score: 87.16
Attention Index: 52 (48% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $3,604,553
Out-of-network Est. Spend: $1,046,924
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).