On the strength of 249.1 million TV ad impressions, ABC’s The Little Mermaid Live! special is the most-promoted program in this week’s ranking.
Food Network grabs second place and fourth place to hype two seasonal series, Ultimate Thanksgiving Challenge and Holiday Baking Championship, while previous chart-topper, HGTV’s Rock the Block, slips to third. Fox’s Friday Night SmackDown closes out the top five.
Notably, the Holiday Baking Championship promo earns the highest iSpot Attention Index (123) in our ranking, getting 23 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 Nov. 3.
1) The Little Mermaid Live!, ABC
Attention Score: 91.60
Attention Index: 77 (23% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $3,892,445
Out-of-network Est. Spend: $129,157
2) Ultimate Thanksgiving Challenge, Food Network
Attention Score: 93.05
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $943,103
Out-of-network Est. Spend: $341,646
3) Rock the Block, HGTV
Attention Score: 90.40
Attention Index: 67 (33% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $1,465,537
Out-of-network Est. Spend: $63,259
4) Holiday Baking Championship, Food Network
Attention Score: 95.04
Attention Index: 123 (23% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $852,889
Out-of-network Est. Spend: $369,046
5) Friday Night SmackDown, FOX
Attention Score: 94.22
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $3,455,527
Out-of-network Est. Spend: $91,450
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).