Competition shows once again had the edge in the Promo Mojo ranker for the week ended June 6. On the strength of nearly 300 million TV ad impressions, NBC’s promo for the summer return of America’s Got Talent takes first place — the second week in a row the show tops the chart.
Meanwhile, in second place CMT hypes the 2021 CMT Music Awards, airing June 9, while ABC gives some love to love — The Bachelorette’s version at least — in third. Plus, new TBS game show The Cube, premiering June 10, gets a dramatic promo in fourth place.
Rounding out the ranking is a spot for Hallmark Channel’s new TV movie You Had Me at Aloha.
Notably, the CMT Music Awards spot has this week’s highest iSpot Attention Index (108), 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 TV promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
[Images of America’s Got Talent courtesy of NBC]
1) America’s Got Talent, NBC
Interruption Rate: 1.57%
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,164,737
Out-of-network Est. Spend: $476,968
2) 2021 CMT Music Awards, CMT
Interruption Rate: 2.12%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $1,305,574
Out-of-network Est. Spend: $40,115
3) The Bachelorette, ABC
Interruption Rate: 1.17%
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $1,199,741
Out-of-network Est. Spend: $393,630
4) The Cube, TBS
Interruption Rate: 1.78%
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,334,766
Out-of-network Est. Spend: $116,939
5) You Had Me at Aloha, Hallmark Channel
Interruption Rate: 5.31%
Attention Index: 97 (3% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,029,662
Out-of-network Est. Spend: $140,761
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 - Definition: 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).