With more than half a billion TV ad impressions, the 2020 MTV Video Music Awards is far and away number one on the Promo Mojo ranker in the week ended Aug. 23.
In second place, CBS says “it’s time to escape” to Love Island, while in third Discovery and its siblings — including HGTV, Food Network, OWN and TLC — promote a wide variety of escapist programming (“Whatever you’re into, it’s on the Discovery family of networks,” an announcer says). Discovery also takes fourth place to promote new show Dodgeball Thunderdome, while Freeform gives some love to its “limited-series event” Love in the Time of Corona in fifth.
Notably, the Dodgeball Thunderdome spot has the highest iSpot Attention Score (95.91) in our ranking, meaning viewers were on average more 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 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. This is the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Aug. 23.
1) 2020 MTV Video Music Awards, MTV
Attention Score: 88.82
Attention Index: 57 (43% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $6,164,836
Out-of-network Est. Spend: $156,908
2) Love Island, CBS
Attention Score: 92.63
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $3,112,891
Out-of-network Est. Spend: $593,819
3) Discovery family of networks, Discovery Inc.
Attention Score: 95.80
Attention Index: 135 (35% fewer interruptions than avg.)
Imp. Types: National 96%, Local 2%, VOD/OTT 2%
In-network Value: $1,260,461
Out-of-network Est. Spend: $0.00
4) Dodgeball Thunderdome, Discovery
Attention Score: 95.91
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $1,467,624
Out-of-network Est. Spend: $167,964
5) Love in the Time of Corona, Freeform
Attention Score: 95.53
Attention Index: 130 (30% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $3,046,310
Out-of-network Est. Spend: $293,227
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).