A spot for ABC’s new spy dramedy Whiskey Cavalier, which gave audiences a sneak peek after Sunday night’s Oscars, tops this week’s Promo Mojo chart, moving up from third place last time with 443 million TV ad impressions. The network dominates the ranking overall this week, also taking third place for American Idol and fourth for the 91st Annual Academy Awards.
NBC and HGTV round out the top five, promoting, respectively, The Enemy Within in second place and Windy City Rehab in fifth.
Notably, the Windy City Rehab promo earns the highest iSpot Attention Index (140) in our ranking, getting 40 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 PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics 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 Feb 24.
[Images of Whiskey Cavalier courtesy of ABC/Larry D. Horricks]
1) Whiskey Cavalier, ABC
Attention Score: 86.49
Attention Index: 59 (41% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $21,215,386
Out-of-network Est. Spend: $845,367
2) The Enemy Within, NBC
Attention Score: 91.33
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $2,427,445
Out-of-network Est. Spend: $1,362,780
3) American Idol, ABC
Attention Score: 89.29
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
In-network Value: $14,472,398
Out-of-network Est. Spend: $193,903
4) 2019 Oscars, ABC
Attention Score: 91.65
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $2,034,825
Out-of-network Est. Spend: $565,951
5) Windy City Rehab, HGTV
Attention Score: 95.20
Attention Index: 140 (40% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,598,022
Out-of-network Est. Spend: $0.00
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).