HGTV’s Flipping 101 starring Flip or Flop’s Tarek El Moussamoves up from second place to lead this week’s Promo Mojo ranker with nearly 274 million TV ad impressions.
Food Network takes the next two spots with Buddy Vs Duff 2 and Vegas Chef Prizefight, while another cable giant, Discovery, grabs fifth for Rob Riggle: Global Investigator. That leaves just one traditional broadcaster, ABC, in the mix, withVolcano Live! in fourth place.
Notably, the Flipping 101 promo earns the highest iSpot Attention Index (136) in the ranking, getting 36 percent 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 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through March 8.
1) Flipping 101, HGTV
Attention Score: 95.87
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,144,008
Out-of-network Est. Spend: $300,413
2) Buddy Vs Duff 2, Food Network
Attention Score: 94.34
Attention Index: 113 (13% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $794,350
Out-of-network Est. Spend: $83,751
3) Vegas Chef Prizefight, Food Network
Attention Score: 91.45
Attention Index: 76 (24% more interruptions than avg.)
Imp. Types: National 82%, Local 17%, VOD/OTT 1%
In-network Value: $609,829
Out-of-network Est. Spend: $296,007
4) Volcano Live!, ABC
Attention Score: 93.98
Attention Index: 107 (7% fewer interruptions than avg.)
Imp. Types: National 77%, Local 21%, VOD/OTT 2%
In-network Value: $1,315,782
Out-of-network Est. Spend: $112,161
5) Rob Riggle: Global Investigator, Discovery Channel
Attention Score: 95.51
Attention Index: 131 (31% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,162,169
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).