With nearly a quarter billion TV ad impressions, ABC’s David E. Kelley’s Big Sky leads the Promo Mojo ranker in the week ended Nov. 29, which included the long Thanksgiving weekend.
CBS, the other traditional broadcaster in this week’s ranking, promotes its Monday-night lineup of shows, including The Neighborhood and All Rise, in fourth place. Meanwhile, cable networks also serve up multi-purpose spots: Discovery and its siblings (including Animal Planet and Food Network) promote a wide range of programming in second place, and Freeform hypes some of the movies that are part of its 25 Days of Christmas marathon in third.
Closing out the chart: Hallmark, which gives some love to Hallmark original movie If I Only Had Christmas.
Notably, the Hallmark spot has the highest iSpot Attention Index (128) 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 & 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. This week’s data covers the seven-day period through Nov. 29.
1) Big Sky, ABC
Interruption Rate: 1.51%
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 84%, Local 14%, VOD/OTT 2%
In-network Value: $2,238,857
Out-of-network Est. Spend: $1,053,301
2) Discovery family of networks, Discovery Inc.
Interruption Rate: 94.79
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,138,638
Out-of-network Est. Spend: $0.00
3) 25 Days of Christmas, Freeform
Interruption Rate: 93.61
Attention Index: 120 (20% fewer interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $2,878,902
Out-of-network Est. Spend: $108,301
4) Let’s Watch Together, CBS
Interruption Rate: 2.78%
Attention Index: 118 (18% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $6,996,529
Out-of-network Est. Spend: $0.00
5) If I Only Had Christmas, Hallmark Channel
Interruption Rate: 3.96%
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 84%, Local 15%, VOD/OTT 1%
In-network Value: $180,815
Out-of-network Est. Spend: $786,672
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 rate at which the audience present at the beginning of your ad disengages with it before it ends.
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).