On the strength of 425 million TV ad impressions, a promo for ABC’s crime drama The Rookie tops the Promo Mojo chart for the second week in row. ABC also once again takes two other spots in the ranking, grabbing second place for its Roseanne successor The Conners (up from third place last time) and holding steady at fourth for another new family sitcom, The Kids Are Alright.
With a Fox College Football promo at number five, that leaves just one spot for a cable network: TBS, which lands in third place with its promotion for The Guest Book. Notably, that TBS original anthology comedy series earns the highest iSpot Attention Index (134) in our ranking, getting 34% 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 PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics 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 Oct. 21.
[Images courtesy of ABC/Eric McCandless]
1) The Rookie, ABC
Attention Score: 83.12
Attention Index: 50 (50% more interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $3,975,042
Out-of-network Est. Spend: $1,395,498
2) The Conners, ABC
Attention Score: 92.22
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $3,063,834
Out-of-network Est. Spend: $514,344
3) The Guest Book, TBS
Attention Score: 94.51
Attention Index: 134 (34% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $2,145,724
Out-of-network Est. Spend: $605,597
4) The Kids Are Alright, ABC
Attention Score: 91.45
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $1,485,807
Out-of-network Est. Spend: $648,165
5) College Football, FOX
Attention Score: 82.48
Attention Index: 48 (52% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $3,326,563
Out-of-network Est. Spend: $13,533
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).