ABC’s virtually produced Primetime Emmys on ABC led this week’s Promo Mojo ranker with nearly 326 million TV ad impressions in the week ended Sept. 20.
NFL Network took second place with Thursday Night Football, while Fox grabbed two slots: third place for Filthy Rich, and fourth for The Masked Singer. Rounding out the ranking: that long-lived brand spot for the “Discovery family of networks” — including Discovery, HGTV, Food Network, OWN and ID.
Notably, the Discovery spot has the highest iSpot Attention Index (105) on this week’s list, 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 & Cableand 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.
1) 2020 Emmys, ABC
Completion Rate: 98.63
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 81%, Local 18%, VOD/OTT 1%
In-network Value: $2,726,206
Out-of-network Est. Spend: $1,194,362
2) Thursday Night Football, NFL Network
Completion Rate: 99.15
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $481,942
Out-of-network Est. Spend: $5,746,358
3) Filthy Rich, Fox
Completion Rate: 98.67
Attention Index: 100
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $1,228,100
Out-of-network Est. Spend: $2,341,685
4) The Masked Singer, Fox
Completion Rate: 98.99
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $1,638,789
Out-of-network Est. Spend: $2,039,298
5) Discovery family of networks, Discovery Inc.
Completion Rate: 98.77
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,110,092
Out-of-network Est. Spend: $0.00
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).