ABC’s 16th season premiere of The Bachelorette, starring Clare Crawley, romanced its way to the top of the Promo Mojo ranker in the week ended Oct. 11 with 232.7 million TV ad impressions.
Discovery and its siblings — including HGTV, Food Network and Animal Planet — remain on the list with a spot promoting the company’s wide range of lifestyle programming (“Whatever you’re into, it’s on the Discovery family of networks”) in second place, while in third Mickey Mouse himself helps hype the Mickey Mornings programming block on Disney Channel (and its sibling Disney Junior).
Joining ABC as the only other traditional broadcaster on the ranker, Fox drums up excitement for The Masked Singer in fourth place, leaving Comedy Central to close out with a spot for The Daily Show (aka The Daily Social Distancing Show) in fifth.
Notably, the Disney spot has the highest iSpot Attention Index (116) on 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 & 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.
[Images of ‘The Bachelorette’ courtesy of ABC]
1) The Bachelorette, ABC
Completion Rate: 97.87
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 80%, Local 18%, VOD/OTT 2%
In-network Value: $3,006,355
Out-of-network Est. Spend: $620,631
2) Discovery family of networks, Discovery Inc.
Completion Rate: 98.40
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,358,650
Out-of-network Est. Spend: $0.00
3) Mickey Mornings, Disney Channel
Completion Rate: 97.67
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $3,052,563
Out-of-network Est. Spend: $0.00
4) The Masked Singer, Fox
Completion Rate: 99.13
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $3,017,629
Out-of-network Est. Spend: $716,886
5) The Daily Show, Comedy Central
Completion Rate: 97.58
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $1,913,406
Out-of-network Est. Spend: $129,848
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).