National Geographic’s promo for Gordon Ramsay: Uncharted takes first place in this week’s Promo Mojo ranker with 292.6 million TV ad impressions, while last week’s chart-topper, USA Network’s Suits spin-off, Pearson, falls to fifth.
Food Network hypes Restaurant Impossible in second place—up two notches from last time—while promos for Discovery’s Serengeti and Investigation Discovery’s Dark Waters make their debuts number three and number four, respectively.
Notably, Dark Waters earns the highest iSpot Attention Index (144) in this week’s top five, getting 44% 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 July 21.
[Images courtesy of National Geographic/Ernesto Benavides]
1) Gordon Ramsay: Uncharted, National Geographic
Attention Score: 93.10
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,726,279
Out-of-network Est. Spend: $1,744,075
2) Restaurant Impossible, Food Network
Attention Score: 90.33
Attention Index: 84 (16% more interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $859,031
Out-of-network Est. Spend: $292,285
3) Serengeti, Discovery Channel
Attention Score: 90.86
Attention Index: 89 (11% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,729,746
Out-of-network Est. Spend: $169,549
4) Dark Waters, Investigation Discovery
Attention Score: 95.45
Attention Index: 144 (44% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $647,620
Out-of-network Est. Spend: $74,254
5) Pearson, USA Network
Attention Score: 93.86
Attention Index: 124 (24% fewer interruptions than avg.)
Imp. Types: National 88%, Local 9%, VOD/OTT 3%
In-network Value: $1,359,240
Out-of-network Est. Spend: $351,518
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).