A promo for Fox College Football tops this week’s Promo Mojo chart with 422 million ad impressions, moving up from fifth place last week. The only other traditional broadcast network in our ranking, CBS, lands at second place with a promo of God Friended Me.
Meanwhile, Investigation Discovery serves up a tense preview for its new crime series Body Cam, which uses real footage from police body cameras. And Food Network closes out the chart with a pair of promos for seasonal shows: Holiday Baking Championship and Holiday Gingerbread Showdown.
Notably, Body Cam earns the highest iSpot Attention Index (155) in our ranking, getting 55% 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 Nov. 2518.
1) Fox College Football, Fox
Attention Score: 87.13
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $4,815,046
Out-of-network Est. Spend: $398,725
2) God Friended Me, CBS
Attention Score: 89.38
Attention Index: 82 (18% more interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $6,122,012
Out-of-network Est. Spend: $0.00
3) Body Cam, Investigation Discovery
Attention Score: 96.06
Attention Index: 155 (55% fewer interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $850,403
Out-of-network Est. Spend: $670,479
4) Holiday Baking Championship, Food Network
Attention Score: 94.19
Attention Index: 134 (34% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $680,630
Out-of-network Est. Spend: $445,262
5) Holiday Gingerbread Showdown, Food Network
Attention Score: 88.41
Attention Index: 76 (24% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $903,433
Out-of-network Est. Spend: $300,212
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).