On the strength of 175.7 million TV ad impressions, ESPN’s NBA Basketball tops this week’s chart. As a programming theme, competition has the overall edge in our ranking, with Fox hyping Premier Boxing Champions in second place and Flirty Dancing in third.
Rounding out the list, Reelz grabs fourth place for Star Wars: Behind Closed Doors, while what FX calls “a dark reimagining” of A Christmas Carol lands in fifth — also earning the highest iSpot Attention Index (128) in our top five, getting 28% 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 Dec. 15.
[Images of ESPN’s Christmasketball courtesy of ESPN]
1) NBA Basketball, ESPN
Attention Score: 93.48
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $2,693,980
Out-of-network Est. Spend: $75,163
2) Premier Boxing Champions, FOX
Attention Score: 93.09
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $1,645,034
Out-of-network Est. Spend: $0.00
3) Flirty Dancing, FOX
Attention Score: 87.89
Attention Index: 56 (44% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $3,008,612
Out-of-network Est. Spend: $0.00
4) Star Wars: Behind Closed Doors, Reelz Channel
Attention Score: 92.72
Attention Index: 93 (7% more interruptions than avg.)
Imp. Types: National 39%, Local 60%, VOD/OTT 1%
In-network Value: $5,407
Out-of-network Est. Spend: $71,128
5) A Christmas Carol, FX Network
Attention Score: 95.15
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $1,109,253
Out-of-network Est. Spend: $357,421
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 in its respective industry. 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).