On the strength of nearly 287 million TV ad impressions, AMC’s promo for the season-nine midseason premiere of The Walking Dead tops this week’s chart. In what’s become a rarity, traditional broadcast networks take the next two spots: CBS to promote the 61st Annual Grammy Awards telecast in second place and Fox in third for its legal drama Proven Innocent.
Closing out the ranking: promos for TBS’s original limited-series comedy Miracle Workers, starring Steve Buscemi and Daniel Radcliffe, and HGTV’s home-reno show Windy City Rehab, starring Alison Victoria.
Notably, the Windy City Rehab promo earns the highest iSpot Attention Index (137) in our ranking, getting 37% 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 Feb 10.
1) The Walking Dead, AMC
Attention Score: 92.13
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 80%, Local 18%, VOD/OTT 2%
In-network Value: $1,267,811
Out-of-network Est. Spend: $1,197,464
2) 2019 Grammys, CBS
Attention Score: 88.70
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $3,765,048
Out-of-network Est. Spend: $295,513
3) Proven Innocent, FOX
Attention Score: 93.69
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $2,334,381
Out-of-network Est. Spend: $2,134,905
4) Miracle Workers, TBS
Attention Score: 93.25
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $2,387,263
Out-of-network Est. Spend: $351,310
5) Windy City Rehab, HGTV
Attention Score: 94.95
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,568,721
Out-of-network Est. Spend: $3,796
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.
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).