ABC’s spot for American Idol’s fourth-season premiere crushes the Promo Mojo ranker in the week ended Feb. 14 with more than a half-billion TV ad impressions. ABC is joined by each of the other Big Four traditional broadcasters, as CBS promotes crime drama Clarice in second, Fox hypes game show Cherries Wild in third, and NBC gives some love to sitcom Young Rock in fifth.
Notably, the Cherries Wild spot has the highest iSpot Attention Index (117) in our ranking, 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 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 is the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Feb. 14.
1) American Idol, ABC
Interruption Rate: 1.41%
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $3,736,728
Out-of-network Est. Spend: $2,211,811
2) Clarice, CBS
Interruption Rate: 1.62%
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 83%, Local 14%, VOD/OTT 3%
In-network Value: $3,373,302
Out-of-network Est. Spend: $1,023,045
3) Cherries Wild, Fox
Interruption Rate: 1.15%
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $1,102,829
Out-of-network Est. Spend: $2,074,546
4) Stanley Tucci: Searching for Italy, CNN
Interruption Rate: 2.34%
Attention Index: 85 (15% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $691,281
Out-of-network Est. Spend: $858,947
5) Young Rock, NBC
Interruption Rate: 1.32%
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $2,249,496
Out-of-network Est. Spend: $936,521
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 - Definition: 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).