On the strength of 313.8 million TV ad impressions, ABC tops our chart with a teaser for its family drama A Million Little Things and also snags fourth place for its comedy Single Parents. Last week’s chart-topper, a promo for Fox’s first-responder drama 9-1-1, slips to fifth place, while NBC plugs its hospital drama, New Amsterdam, in second place (up a notch from third last time).
With the exception of our new number three, an NFL Network promo for Thursday Night Football, traditional broadcast networks dominate the ranking.
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 Sept. 16.
1) A Million Little Things, ABC
Attention Score: 88.37
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $6,456,967
Out-of-network Est. Spend: $243,411
2) New Amsterdam, NBC
Attention Score: 85.08
Attention Index: 57 (43% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $5,428,409
Out-of-network Est. Spend: $177,121
3) Thursday Night Football, NFL Network
Attention Score: 82.66
Attention Index: 49 (51% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $571,017
Out-of-network Est. Spend: $3,925,093
4) Single Parents, ABC
Attention Score: 87.97
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $3,804,907
Out-of-network Est. Spend: $186,261
5) 9-1-1, FOX
Attention Score: 89.07
Attention Index: 78 (22% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $1,902,546
Out-of-network Est. Spend: $1,409,408
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).