On the strength of 226 million TV ad impressions, USA Network tops this week’s ranking with a promo for its upcoming 10-episode horror “television event” The Purge. Food Network promotes The Great Food Truck Race at second place, moving up a slot from last time and making room for a new number three: FX’s moody promo for Mayans MC.
Rounding out the ranking: ABC’s brief teaser for A Million Little Things, holding steady at fourth place, and HGTV’s high-energy network sizzle promo, covering its various shows and stars, at fifth.
Notably, The Great Food Truck Race scores the highest iSpot Attention Index (139) in our ranking, getting 39% 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 & Cableand 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 August 26.
[Images of The Purge courtesy of USA Network]
1) The Purge, USA Network
Attention Score: 93.35
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 92%, Local 5%, VOD/OTT 3%
In-network Value: $2,706,515
Out-of-network Est. Spend: $67,229
2) The Great Food Truck Race, Food Network
Attention Score: 95.21
Attention Index: 139 (39% fewer interruptions than avg.)
Imp. Types: National 86%, Local 13%, VOD/OTT 1%
In-network Value: $449,720
Out-of-network Est. Spend: $359,518
3) Mayans MC, FX Network
Attention Score: 92.16
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
In-network Value: $1,612,873
Out-of-network Est. Spend: $312,930
4) A Million Little Things, ABC
Attention Score: 90.50
Attention Index: 83 (17% more interruptions than avg.)
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
In-network Value: $4,634,857
Out-of-network Est. Spend: $110,202
5) HGTV multi-series promo
Attention Score: 94.98
Attention Index: 137 (37% fewer interruptions than avg.)
Imp. Types: National 74%, Local 25%, VOD/OTT 1%
In-network Value: $981,445
Out-of-network Est. Spend: $197,725
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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).