Lots of promo marked the week ending Feb. 16, with ABC scoring more than a half-million TV ad impressions for the return of American Idol and another 366 million for For Life.
Fellow traditional broadcaster NBC wins fifth place for Zoey’s Extraordinary Playlist and Good Girls, while HGTV grabs second for its Extreme Makeover Home Edition reboot and History Channel fourth for its Washington miniseries.
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 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 16.
1) American Idol, ABC
Attention Score: 93.00
Attention Index: 100 (0% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $5,759,554
Out-of-network Est. Spend: $1,549,982
2) Extreme Makeover Home Edition, HGTV
Attention Score: 96.16
Attention Index: 145 (45% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $1,927,020
Out-of-network Est. Spend: $513,730
3) For Life, ABC
Attention Score: 90.10
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $3,979,010
Out-of-network Est. Spend: $1,038,428
4) Washington, History Channel
Attention Score: 94.26
Attention Index: 118 (18% fewer interruptions than avg.)
Imp. Types: National 84%, Local 15%, VOD/OTT 1%
In-network Value: $703,356
Out-of-network Est. Spend: $659,814
5) Zoey’s Extraordinary Playlist | Good Girls, NBC
Attention Score: 88.30
Attention Index: 60 (40% more interruptions than avg.)
Imp. Types: National 98%, Local 2%, VOD/OTT 0%
In-network Value: $1,634,072
Out-of-network Est. Spend: $984,954
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).