An NBC spot encouraging viewers to keep tuning in after the Tokyo Olympics concludes tops the Promo Mojo ranker for the week ended Aug. 8.
“After the closing ceremony, the games don’t stop on NBC,” the spot declares while serving up clips from Family Game Fight, America’s Got Talent, American Ninja Warrior (above) and The Wall. Meanwhile, an NBCUniversal promo for the Tokyo Summer Olympics drops from first place to third.
Rounding out the top five: Fox hypes its Fantasy Island reboot in second, and fellow traditional broadcaster CBS promotes its summer reality fare: Love Island in fourth and Big Brother in fifth.
Notably, the Tokyo Summer Olympicsspot has this week’s highest iSpot Attention Index (128), 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.
[Images of American Ninja Warrior courtesy of NBC]
1) NBC, NBC “games” sizzle reel
Interruption Rate: 3.38%
Attention Index: 97 (3% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $2,212,252
Out-of-network Est. Spend: 239
2) Fantasy Island, Fox
Interruption Rate: 1.08%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $408,171
Out-of-network Est. Spend: $1,221,212
3) Tokyo Summer Olympics, NBCUniversal networks
Interruption Rate: 2.41%
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,211,852
Out-of-network Est. Spend: $110,539
4) Love Island, CBS
Interruption Rate: 2.59%
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,634,122
Out-of-network Est. Spend: $0.00
5) Big Brother, CBS
Interruption Rate: 2.63%
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $722,042
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).