Food Network rises to the top of this week’s ranker with Chopped Junior, starring host Ted Allen and a panel of judges, which climbs from fourth last time on the strength of 238.6 million TV ad impressions.
HGTV’s Christina on the Coast also moves up — to third from fifth — while the rest of this week’s chart is all new: MTV hypes The Hills: New Beginnings at number two, ABC promotes Highwire Live in Times Square With Nik Wallenda at number four and BET closes out the ranking with the 2019 BET Awards.
Notably, Chopped Junior earns the highest iSpot Attention Index (128) in the ranking, getting 28% 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 June 23.
1) Chopped Junior, Food Network
Attention Score: 93.76
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $871,238
Out-of-network Est. Spend: $586,141
2) The Hills: New Beginnings, MTV
Attention Score: 91.78
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $2,871,763
Out-of-network Est. Spend: $730,922
3) Christina on the Coast, HGTV
Attention Score: 87.73
Attention Index: 70 (30% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,281,631
Out-of-network Est. Spend: $87,971
4) Highwire Live in Times Square With Nik Wallenda, ABC
Attention Score: 91.46
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 86%, Local 13%, VOD/OTT 1%
In-network Value: $2,907,258
Out-of-network Est. Spend: $95,805
4) 2019 BET Awards, BET
Attention Score: 88.16
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $1,162,252
Out-of-network Est. Spend: $1,178,967
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).