Christmas is in full swing on the weekly Promo Mojo ranker with Hallmark and Freeform leading the list followed up by two live specials in the week ended Dec. 5. Only one regular series, CBS’ Ghosts, made the ranker at number four.
Hallmark Channel’s original movie Sister Swap: A Hometown Holiday leads, while Freeform takes second place with its annual 25 Days of Christmas programming marathon.
Event television dominates overall, with NBC singing the praises of its Annie Live! musical special in third place and ABC hyping its latest Live in Front of a Studio Audience special (featuring live stagings of episodes of The Facts of Life and Diff’rent Strokes) in fifth.
The only regular series that gets some love in the top five: Ghosts, the CBS sitcom, in fourth place.
Notably, the Freeform spot has the week’s highest iSpot Attention Index (131), meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact firstname.lastname@example.org.
1) Sister Swap: A Hometown Holiday, Hallmark Channel
Interruption Rate: 5.81%
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,790,406
Out-of-network Est. Spend: $208,998
2) 25 Days of Christmas, Freeform
Interruption Rate: 1.54%
Attention Index: 131 (31% fewer interruptions than avg.)
Imp. Types: National 97%, Local 3%, VOD/OTT 0%
In-network Value: $1,745,727
Out-of-network Est. Spend: $298,034
3) Annie Live!, NBC
Interruption Rate: 1.99%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $1,684,196
Out-of-network Est. Spend: $244,755
4) Ghosts, CBS
Interruption Rate: 1.14%
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $2,748,710
Out-of-network Est. Spend: $0.00
5) Live in Front of a Studio Audience: The Facts of Life and Diff’rent Strokes, ABC
Interruption Rate: 1.12%
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,281,266
Out-of-network Est. Spend: $551,119
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Interruption Rate - The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
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).