Meanwhile, Fox hypes Lego Masters in third and Country Music Television gives some love to the 2021 CMT Music Awards in fourth.
Rounding out the ranking are spots for two personality-driven shows: HGTV’s Home Town Takeover, led by husband-and-wife reno team Ben and Erin Napier, and Nat Geo’s Gordon Ramsay: Uncharted, starring the celebrity chef/adventurer.
Notably, the Uncharted spot has this week’s highest iSpot Attention Index (132), 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 TV promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
[Images of America’s Got Talent courtesy of NBC]
1) America’s Got Talent, NBC
Interruption Rate: 1.46%
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 95%, Local 4%, VOD/OTT 1%
In-network Value: $1,934,780
Out-of-network Est. Spend: $455,803
2) Home Town Takeover, HGTV
Interruption Rate: 1.54%
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,120,660
Out-of-network Est. Spend: $847
3) LEGO Masters, Fox
Interruption Rate: 1.23%
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $462,134
Out-of-network Est. Spend: $1,357,801
4) 2021 CMT Music Awards, Country Music Television (CMT)
Interruption Rate: 1.68%
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,179,558
Out-of-network Est. Spend: $7,450
5) Gordon Ramsay: Uncharted, National Geographic
Interruption Rate: 2.21%
Attention Index: 132 (32% fewer interruptions than avg.)
Imp. Types: National 87%, Local 12%, VOD/OTT 1%
In-network Value: $511,577
Out-of-network Est. Spend: $677,323
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 - Definition: 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).