ABC’s American Idol leads the Promo Mojo ranker for the week ended February 27, while last week’s chart-topper, NBC’s The Endgame, drops to fourth place.
The balance of this week’s ranking is dominated by two cable networks: Food Network, which cooks up excitement for the latest seasons of Spring Baking Championship and Tournament of Champions in second and third place, respectively, and Hallmark Channel, which promotes its original romantic movie Welcome to Mama’s in fifth.
Notably, the Welcome to Mama’s promo has the week’s highest iSpot Attention Index (128), 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 iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact firstname.lastname@example.org. Chart positions may be updated in iSpot’s database as additional airings information becomes available.
[Images of American Idol courtesy of ABC]
1) American Idol, ABC
Interruption Rate: 1.18%
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $2,015,980
Out-of-network Est. Spend: $1,373,610
2) Spring Baking Championship, Food Network
Interruption Rate: 1.24%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,077,204
Out-of-network Est. Spend: $0.00
3) Tournament of Champions, Food Network
Interruption Rate: 1.50%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 99%, Local 1%, VOD/OTT 0%
In-network Value: $879,948
Out-of-network Est. Spend: $299,856
4) The Endgame, NBC
Interruption Rate: 2.06%
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 96%, Local 2%, VOD/OTT 2%
In-network Value: $981,033
Out-of-network Est. Spend: $459,180
5) Welcome to Mama’s, Hallmark Channel
Interruption Rate: 4.50%
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,019,955
Out-of-network Est. Spend: $0.00
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 - 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).