The 2021 MTV Video Music Awards remained the most-promoted event on television in the week ended Sept. 5, marking the second week in a row the music awards show has led the Promo Mojo ranker.
The rest of the week’s top five is split evenly between cable networks and traditional broadcasters. HGTV’s Help! I Wrecked My House lands in second place, while FX’s American Crime Story: Impeachment comes in third. On the broadcast side, Fox dials up excitement for the season premiere of 9-1-1 in fourth, and ABC previews its reboot of The Wonder Years, featuring narration by Don Cheadle, in fifth.
Notably, the 9-1-1 spot has this week’s highest iSpot Attention Index (114), 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) 2021 MTV Video Music Awards, MTV
Interruption Rate: 2.79%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,189,769
Out-of-network Est. Spend: $229,439
2) Help! I Wrecked My House, HGTV
Interruption Rate: 1.04%
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $977,195
Out-of-network Est. Spend: $276,763
3) American Crime Story: Impeachment, FX
Interruption Rate: 1.98%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 84%, Local 14%, VOD/OTT 2%
In-network Value: $755,616
Out-of-network Est. Spend: $498,650
4) 9-1-1, Fox
Interruption Rate: 0.97%
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $248,0927
Out-of-network Est. Spend: $1,107,786
5) The Wonder Years, ABC
Interruption Rate: 1.87%
Attention Index: 88 (12% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,304,260
Out-of-network Est. Spend: $0.00
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).