ABC’s AmericanIdol remains in first place on the Promo Mojo chart for the second straight week with nearly 253 million TV ad impressions in the week ended Feb. 21, while CBS stays in second place with Clarice.
Cable networks round out this week’s ranking, with MTV’s Floribama Shore in third, FX’s Snowfall in fourth, and USA’s Temptation Island in fifth.
Notably, the Snowfall spot has the highest iSpot Attention Index (109) in the 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 & 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.
[Images of American Idol courtesy of ABC]
1) American Idol, ABC
Interruption Rate: 1.36%
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $1,745,140
Out-of-network Est. Spend: $1,060,681
2) Clarice, CBS
Interruption Rate: 1.49%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 85%, Local 12%, VOD/OTT 3%
In-network Value: $2,444,961
Out-of-network Est. Spend: $737,359
3) Floribama Shore, MTV
Interruption Rate: 3.46%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $1,567,575
Out-of-network Est. Spend: $144,321
4) Snowfall, FX
Interruption Rate: 1.84%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $1,744,080
Out-of-network Est. Spend: $637,524
5) Temptation Island, USA Network
Interruption Rate: 1.99%
Attention Index: 100 (same interruptions as avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $1,217,979
Out-of-network Est. Spend: $465,805
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Interruption Rate - Definition: The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
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).