On the strength of 411.7 million TV ad impressions, Discovery’s Serengeti is the most-promoted show in this week’s ranking; the network also snags second place for Shark Week (it was in full swing during the measurement window) and fifth for Undercover Billionaire.
For the second week in a row, reality TV entirely dominates the Promo Mojo chart, which is rounded out by HGTV’s Flip or Flop in third place and TLC’s 90 Day Fiancé: Before the 90 Days in fourth.
Notably, Flip or Flopearns the highest iSpot Attention Index (138) in this week’s ranking, getting 38% 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 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Aug. 4.
1) Serengeti, Discovery Channel
Attention Score: 91.52
Attention Index: 83 (17% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $2,368,912
Out-of-network Est. Spend: $1,330,958
2) Shark Week, Discovery Channel
Attention Score: 93.42
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $1,157,962
Out-of-network Est. Spend: $1,020,062
3) Flip or Flop, HGTV
Attention Score: 95.66
Attention Index: 138 (38% fewer interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $957,612
Out-of-network Est. Spend: $266,355
4) 90 Day Fiancé: Before the 90 Days, TLC
Attention Score: 94.99
Attention Index: 129 (29% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $786,205
Out-of-network Est. Spend: $329,544
5) Undercover Billionaire, Discovery Channel
Attention Score: 95.55
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,459,994
Out-of-network Est. Spend: $0.00
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).