On the strength of 238 million TV ad impressions, a promo for Food Network’s Holiday Baking Championship tops this week’s chart. It rises from second place to overtake the previous number one, National Geographic’s Mars, which slips to fourth place. Meanwhile, ABC grabs second place to promote the 2018 CMA Awards, and Fox College Football snags fifth place.
The grittiest show in the mix, at number three: Bravo’s true-crime anthology series Dirty John, based on the hit podcast of the same name.
Notably, Holiday Baking Championship earns the highest iSpot Attention Index (130) in our ranking, getting 30 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 PromaxBDA has partnered with Broadcasting & Cableand 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 Nov. 18.
1) Holiday Baking Championship, Food Network
Attention Score: 94.24
Attention Index: 130 (30% fewer interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $647,259
Out-of-network Est. Spend: $758,711
2) 2018 CMA Awards, ABC
Attention Score: 89.56
Attention Index: 78 (22% more interruptions than avg.)
Imp. Types: National 81%, Local 16%, VOD/OTT 3%
In-network Value: $1,969,967
Out-of-network Est. Spend: $637,078
3) Dirty John, Bravo
Attention Score: 9302
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $2,489,579
Out-of-network Est. Spend: $296,280
4) Mars, National Geographic
Attention Score: 90.60
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $1,513,066
Out-of-network Est. Spend: $258,075
5) College Football, FOX
Attention Score: 87.20
Attention Index: 64 (36% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $13,966,943
Out-of-network Est. Spend: $0
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).