On the strength of 692 million TV ad impressions, Discovery this week’s Promo Mojo ranking with a Shark Week spot that co-promotes sponsor Swedish Fish; the network also snags third place for its new docuseries about dangerous jobs, Hard to Kill.
Food Network’s The Great Food Truck Race motors up the chart to number two from number three last time, while USA promotes the second season of The Sinner at number four.
Closing out our top five: an HGTV network sizzle promo that scores the highest iSpot Attention Index (146) in our ranking, getting 46% 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 attention and conversion analytics 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 July 29.
1) Shark Week, Discovery Channel
Attention Score: 94.26
Attention Index: 123 (23% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $3,488,489
Out-of-network Est. Spend: $714,447
2) The Great Food Truck Race, Food Network
Attention Score: 95.27
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $478,377
Out-of-network Est. Spend: $338,889
3) Hard to Kill, Discovery Channel
Attention Score: 89.70
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,581,824
Out-of-network Est. Spend: $62,887
4) The Sinner, USA Network
Attention Score: 93.58
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 91%, Local 5%, VOD/OTT 4%
In-network Value: $1,683,097
Out-of-network Est. Spend: $215,388
5) HGTV sizzle promo
Attention Score: 95.93
Attention Index: 146 (46% fewer interruptions than avg.)
Imp. Types: National 71%, Local 27%, VOD/OTT 2%
In-network Value: $861,386
Out-of-network Est. Spend: $121,480
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).