The 29th season premiere of ABC’s Dancing With the Stars shimmied its way to the top of the Promo Mojo ranker in the week ended Sept. 13, shifting previous chart-topper, a brand spot promoting the “Discovery family of networks” — including Discovery, HGTV, Food Network, OWN and ID — into second place.
Cable network Fox News promotes its presidential election coverage in third place, while Fox hypes its NFL games in fourth. Rounding out the ranking: CBS gives some love to the 55th Academy of Country Music Awards telecast.
Notably, the Dancing With the Stars spot has the highest iSpot Completion Rate (98.74) in this week’s 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 Sept 13.
1) Dancing With the Stars, ABC
Completion Rate: 98.74
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $3,266,682
Out-of-network Est. Spend: $1,088,402
2) Discovery family of networks, Discovery Inc.
Completion Rate: 98.69
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,233,162
Out-of-network Est. Spend: $0.00
3) It’s in Your Hands, Fox News Channel
Completion Rate: 98.62
Attention Index: 100
Imp. Types: National 99%, Local 1%, VOD/OTT 0%
In-network Value: $589,690
Out-of-network Est. Spend: $11,198
4) NFL Football, Fox
Completion Rate: 98.68
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 80%, Local 19%, VOD/OTT 1%
In-network Value: $1,639,642
Out-of-network Est. Spend: $660,110
5) 2020 ACM Awards, CBS
Completion Rate: 97.83
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 84%, Local 15%, VOD/OTT 1%
In-network Value: $3,479,936
Out-of-network Est. Spend: $292,598
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.
Completion Rate - The percentage of devices that were present at the beginning of an ad that made it all the way to the end of the ad.
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).