Various athlete-centric NBC spots for the 2022 Beijing Winter Olympics lead the Promo Mojo ranker for the week ended Jan. 16 (the example shown below focuses on American cross-country skier Jessie Diggins).
Meanwhile, last week’s chart-topper, a promo from Magnolia Network (formerly DIY Network) for Fixer Upper: Welcome Home, slips to second place.
Once again, traditional broadcasters have the edge, with NBC joined by ABC, which promotes upcoming family drama Promised Land in third place, and CBS, which promotes new medical drama Good Sam in fifth.
Rounding out the ranking: Hallmark Channel, which gives some love to original romantic movie The Perfect Pairing in fourth place.
Notably, the Beijing Winter Olympics spots have the week’s highest iSpot Attention Index (121), meaning viewers were on average highly likely to watch them all the way through (vs. interrupting them 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. Chart positions may be updated in iSpot’s database as additional airings information becomes available.
1) 2022 Beijing Winter Olympics, NBC
Interruption Rate: 1.29%
Attention Index: 121 (21% fewer interruptions than avg.)
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 92%, Local 1%, VOD/OTT 7%
In-network Value: $1,135,128
Out-of-network Est. Spend: $186,252
3) Promised Land, ABC
Interruption Rate: 1.72%
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
In-network Value: $1,660,475
Out-of-network Est. Spend: $639,239
4) The Perfect Pairing, Hallmark Channel
Interruption Rate: 6.66%
Attention Index: 81 (19% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,059,966
Out-of-network Est. Spend: $0.00
5) Good Sam, CBS
Interruption Rate: 1.44%
Attention Index: 90 (10% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $2,022,013
Out-of-network Est. Spend: $188,071
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).