MTV’s 2019 Video Music Awards is the most promoted programming in this week’s chart with nearly 402 million TV ad impressions.
Once again, ABC is the only traditional broadcaster in the week’s top five, hyping two of its new fall shows, Stumptown and Emergence, in second (up from third) and fifth (down from fourth) place, respectively. Discovery’s Serengeti slips from second to fourth, while HGTV’s A Very Brady Renovation debuts at third.
Notably, Serengeti earns the highest iSpot Attention Index (136), getting 36% 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 always-on TV ad measurement and attribution 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 Aug. 25.
1) 2019 MTV Video Music Awards, MTV
Attention Score: 82.37
Attention Index: 37 (63% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $3,212,485
Out-of-network Est. Spend: $1,530,795
2) Stumptown, ABC
Attention Score: 90.93
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $4,096,246
Out-of-network Est. Spend: $0.00
3) A Very Brady Renovation, HGTV
Attention Score: 95.76
Attention Index: 134 (36% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,395,417
Out-of-network Est. Spend: $0.00
4) Serengeti, Discovery Channel
Attention Score: 95.86
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $1,252,420
Out-of-network Est. Spend: $43,800
5) Emergence, ABC
Attention Score: 91.34
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 83%, Local 14%, VOD/OTT 3%
In-network Value: $2,653,610
Out-of-network Est. Spend: $53,246
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).