On the strength of 291 million TV ad impressions for its promos, FX’s new dance-focused drama Pose tops this week’s Promo Mojo chart. But TNT, which led last week’s ranking with Animal Kingdom and Claws, still makes a strong showing with those two crime dramas, landing at, respectively, fourth and third place this time.
HGTV’s feel-good multi-series promo, which has been a steady presence in the ranking for weeks, drops out of the top five. The network has been putting more of its promo muscle behind Flip or Flop at number five, focusing on the relationship drama between the newly divorced stars of the show, Christina and Tarek El Moussa.
Meanwhile, ABC lands second place for the NBA Finals.
Notably, Claws scores the highest iSpot Attention Index (124) in our ranking, with its promos getting 24 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 & 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 3.
[Images courtesy of FX]
1) Pose, FX Network
Attention Score: 90.69
Attention Index: 82 (18% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $1,989,013
Out-of-network Est. Spend: $782,091
2) 2018 NBA Finals, ABC
Attention Score: 80.43
Attention Index: 39 (61% more interruptions than avg.)
Imp. Types: National 97%, Local 4%, VOD/OTT 1%
In-network Value: $2,524,017
Out-of-network Est. Spend: $87,076
3) Claws, TNT
Attention Score: 94.16
Attention Index: 124 (24% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 2%
In-network Value: $2,100,356
Out-of-network Est. Spend: $289,479
4) Animal Kingdom, TNT
Attention Score: 93.64
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 96%, Local 4%, VOD/OTT 2%
In-network Value: $1,699,218
Out-of-network Est. Spend: $129,172
5) Flip or Flop, HGTV
Attention Score: 85.53
Attention Index: 53 (47% more interruptions than avg.)
Imp. Types: National 98%, Local 2%, VOD/OTT 1%
In-network Value: $1,148,941
Out-of-network Est. Spend: $252,853
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).