With nearly 243 million TV ad impressions, TNT’s long-awaited original series Snowpiercer is Promo Mojo’s number one in the week ended May 10, rising from second place in the prior week.
Traditional broadcasters are entirely absent from this week’s top five, as cable nets promote shows that involve adventures both large and small. These include Discovery’s Bering Sea Gold, Food Network’s Amy Schumer Learns to Cook and HGTV’s Celebrity IOU, while Nickelodeon entertains and educates the kiddies with a Team Umizoomi-themed promo for sister brand Noggin.
Notably, the Bering Sea Gold promo earns the highest iSpot Attention Index (143) in this week’s ranking, getting 43% fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
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. This is the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through May 10.
1) Snowpiercer, TNT
Attention Score: 94.96
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
In-network Value: $4,651,448
Out-of-network Est. Spend: $591,836
2) Bering Sea Gold, Discovery Channel
Attention Score: 96.76
Attention Index: 143 (43% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,616,219
Out-of-network Est. Spend: $103,238
3) Amy Schumer Learns to Cook, Food Network
Attention Score: 93.97
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,309,672
Out-of-network Est. Spend: $0.00
4) noggin, Nickelodeon
Attention Score: 96.72
Attention Index: 142 (42% fewer interruptions than avg.)
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
In-network Value: $4,230,541
Out-of-network Est. Spend: $0.00
5) Celebrity IOU, HGTV
Attention Score: 95.75
Attention Index: 125 (25% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,201,577
Out-of-network Est. Spend: $0
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).