As the coronavirus crisis took hold across the country, news networks began to promote their news coverage of the spreading pandemic in the week ending March 22.
On the strength of 213.6 million TV ad impressions, Fox News special America Vs. Virus, hosted by Harris Faulkner, leads this week’s list. NBC Nightly News, anchored by Lester Holt, comes in fourth.
Previous chart-topper, Food Network’s Buddy Vs. Duff 2, slips to second place; the network also grabs third for Supermarket Stakeout. Closing out the chart: Freeform’s Motherland: Fort Salem.
Notably, the Motherland promo earns the highest iSpot Attention Index (113) in this week’s ranking, getting 13 percent 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 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. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through March 22.
1) America Vs. Virus, Fox News
Attention Score: 91.07
Attention Index: 72 (28% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $379,754
Out-of-network Est. Spend: $0.00
2) Buddy Vs. Duff 2, Food Network
Attention Score: 91.27
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $708,712
Out-of-network Est. Spend: $512,514
3) Supermarket Stakeout, Food Network
Attention Score: 87.10
Attention Index: 50 (50% more interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $789,062
Out-of-network Est. Spend: $249,330
4) NBC Nightly News, NBC
Attention Score: 93.48
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $1,000,210
Out-of-network Est. Spend: $0.00
5) Motherland: Fort Salem, Freeform
Attention Score: 94.40
Attention Index: 113 (13% fewer interruptions than avg.)
Imp. Types: National 87%, Local 9%, VOD/OTT 4%
In-network Value: $1,111,634
Out-of-network Est. Spend: $28,338
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).