On the strength of 556.3 million TV ad impressions, ABC’s new drama For Life tops this week’s Promo Mojo chart, moving up a spot from last time; the network also takes second place for the 92nd annual Academy Awards.
The rest of this week’s ranking is dominated by cable networks, with HGTV grabbing third place to promote its Extreme Makeover Home Edition reboot, Investigation Discovery fourth for true-crime series The Murder Tapes and USA fifth for 10-part anthology drama series Briarpatch.
Notably, the Extreme Makeover spot earns the highest iSpot Attention Index (145) in our ranking, getting 45 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Feb 9.
[Images of For Life courtesy of ABC]
1) For Life, ABC
Attention Score: 90.60
Attention Index: 72 (28% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $22,409,916
Out-of-network Est. Spend: $1,847,156
2) 2020 Oscars, ABC
Attention Score: 90.10
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 85%, Local 14%, VOD/OTT 1%
In-network Value: $2,457,319
Out-of-network Est. Spend: $830,442
3) Extreme Makeover Home Edition, HGTV
Attention Score: 96.29
Attention Index: 145 (45% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $2,041,381
Out-of-network Est. Spend: $67,004
4) The Murder Tapes, Investigation Discovery
Attention Score: 92.48
Attention Index: 89 (11% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $598,224
Out-of-network Est. Spend: $305,466
5) Briarpatch, USA Network
Attention Score: 94.32
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,178,470
Out-of-network Est. Spend: $916,958
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).