With the pandemic still a big challenge across the globe, it’s not been easy to mount the Tokyo Summer Olympics but NBC racked up more than half a billion TV ad impressions for the event in the week ended July 18. The Olympics kicks off on Friday, July 23 and will be broadcast across the networks of NBCUniversal.
In a rare feat, traditional broadcasters also take the second and third spots on this week’s rankers, with CBS coming in second for Love Island and ABC for the 2021 NBA Finals. Discovery’s Shark Week, which led last week, sinks to fourth place.
Closing out the top five, HGTV builds excitement for Battle on the Beach.
Notably, the Shark Week spot has this week’s highest iSpot Attention Index (126), 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 promos ranked by TV ad impressions. This is the programming networks have been promoting most heavily to drive tune-in.
1) Tokyo Summer Olympics, NBC
Interruption Rate: 2.16%
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $3,417,056
Out-of-network Est. Spend: $155,164
2) Love Island, CBS
Interruption Rate: 2.37%
Attention Index: 100 (0% more interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $2,123,147
Out-of-network Est. Spend: $0.00
3) 2021 NBA Finals, ABC
Interruption Rate: 1.24%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $3,407,784
Out-of-network Est. Spend: $250,536
4) Shark Week, Discovery
Interruption Rate: 1.37%
Attention Index: 126 (26% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $642,404
Out-of-network Est. Spend: $239,485
5) Battle on the Beach, HGTV
Interruption Rate: 1.17%
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $664,895
Out-of-network Est. Spend: $0.00
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).