CBS with Super Bowl LV dominated TV and the Promo Mojo ranker in the week ended Feb. 7 with new crime drama The Equalizer, the Super Bowl itself and Silence of theLambs prequel Clarice taking the top three slots.
Rounding out the ranking: ABC’s returning American Idol took fourth, followed by MotorTrend Network, which revs viewers up for Top Gear America, in fifth. That gave traditional broadcasters four out of the top five spots, with CBS earning three of those.
Notably, the Top Gear America spot had the highest iSpot Attention Index (115) in this week’s 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.
1) The Equalizer, CBS
Interruption Rate: 1.60%
Attention Index: 88 (12% more interruptions than avg.)
Imp. Types: National 85%, Local 12%, VOD/OTT 3%
In-network Value: $5,271,650
Out-of-network Est. Spend: $574,868
2) Super Bowl LV, CBS
Interruption Rate: 1.78%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $2,180,230
Out-of-network Est. Spend: $673,330
3) Clarice, CBS
Interruption Rate: 1.70%
Attention Index: 100 (0% more interruptions than avg.)
Imp. Types: National 84%, Local 14%, VOD/OTT 2%
In-network Value: $3,857,460
Out-of-network Est. Spend: $781,962
4) American Idol, ABC
Interruption Rate: 1.20%
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 87%, Local 10%, VOD/OTT 3%
In-network Value: $3,006,789
Out-of-network Est. Spend: $0.00
5) Top Gear America, MotorTrend Network
Interruption Rate: 0.87%
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $386,693
Out-of-network Est. Spend: $295,312
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).