Promoting the second-season premiere of apocalyptic drama Snowpiercer on Monday, Jan. 25, TNT speeds into first on the Promo Mojo ranker with 317.6 million TV ad impressions in the week ended Jan. 24. TNT already has renewed the series, starring Jennifer Connelly, Daveed Diggs and Sean Bean, for a third season.
Overall, cable networks have a slight edge in this week’s ranking, with TNT joined by MTV’sTeen Mom OG in second place, and CNN’s Divided We Stand in fourth.
Rounding out the list are traditional broadcasters CBS, with new drama Clarice in third, and Fox, with the new season of Prodigal Son in fifth.
Notably, Prodigal Son has the highest iSpot Attention Index (148) in this week’s ranking, 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 always-on TV ad measurement and attribution company iSpot.tvon 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.
1) Snowpiercer, TNT
Interruption Rate: 2.86%
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $3,323,552
Out-of-network Est. Spend: $3,672,199
2) Teen Mom OG, MTV
Interruption Rate: 3.34%
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 84%, Local 15%, VOD/OTT 1%
In-network Value: $2,093,039
Out-of-network Est. Spend: $100,484
3) Clarice, CBS
Interruption Rate: 0.88%
Attention Index: 104 (4% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $7,262,004
Out-of-network Est. Spend: $0.00
4) Divided We Stand, CNN
Interruption Rate: 1.61%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $832,997
Out-of-network Est. Spend: $0.00
5) Prodigal Son, Fox
Interruption Rate: 0.64%
Attention Index: 148 (48% fewer interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $4,136,552
Out-of-network Est. Spend: $405,644
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 rate at which the audience present at the beginning of your ad disengages with it before it ends.
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).