ABC’s annual paean to country music, the CMA Awards, grabbed nearly 274 million TV ad impressions before its Nov. 13 airing. Awards shows were hot on this week’s Promo Mojo ranker, with ABC’s American Music Awards taking third place as well with nearly 223 million TV ad impressions.
CBS is the only other traditional broadcaster to land in the top five — at fourth place for Evil, which the network already has picked up for a second season— while HGTV promotes Love It or List It in second place and TLC hypes new reality series Unpolished in fifth.
Notably, the Unpolished promo earns the highest iSpot Attention Index (140) in our ranking, getting 40% 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 Nov. 17.
[Images of CMA Awards courtesy of ABC]
1) 2019 CMA Awards, ABC
Attention Score: 91.25
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $1,809,669
Out-of-network Est. Spend: $766,289
2) Love It or List It, HGTV
Attention Score: 83.22
Attention Index: 39 (61% more interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $1,149,576
Out-of-network Est. Spend: $314,673
3) 2019 American Music Awards, ABC
Attention Score: 86.94
Attention Index: 51 (51% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $3,146,968
Out-of-network Est. Spend: $544,773
4) Evil, CBS
Attention Score: 93.75
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $3,160,333
Out-of-network Est. Spend: $0
5) Unpolished, TLC Channel
Attention Score: 96.02
Attention Index: 140 (40% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,263,144
Out-of-network Est. Spend: $5,430
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 in its respective industry. 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).