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Promo Mojo: Fox’s ‘The Gifted’ Remains First for Second Straight Week
Fox’s The Gifted takes our number one spot for the second week in a row, even though its TV ad promo impression count dropped rather dramatically—to 254 million from 395 million (in, granted, the week leading up to its Oct. 2 series premiere). The Marvel sci-fi drama about kids with mutant powers edges out ABC’s The Mayor, a new sitcom about a rapper-turned-politician at number two, and ABC’s Kevin (Probably) Saves the World, a fantasy comedy-drama starring Jason Ritter at number three.
Meanwhile, The CW makes an appearance in fifth place with its new military-themed drama Valor. And after getting shut out by traditional broadcast shows last time, cable programming returns to our top five thanks to Fox Sports 1 with its promos for the MLB’s American League Division Series at number four.
Daily Brief by PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics companyiSpot.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 Oct. 8.
[Images courtesy of Eliza Morse/Fox]
1) The Gifted, FOX
Attention Score: 88.62
Attention Index: 80 (20% more interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $3,774,621
Out-of-network Est. Spend: $463,177
2) The Mayor, ABC
Attention Score: 85.55
Attention Index: 63 (37% more interruptions than avg.)
Imp. Types: National 83%, Local 14%, VOD/OTT 3%
In-network Value: $3,138,316
Out-of-network Est. Spend: $582,437
3) Kevin Probably Saves the World, ABC
Attention Score: 90.80
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 79%, Local 18%, VOD/OTT 3%
In-network Value: $2,955,744
Out-of-network Est. Spend: $989,732
4) 2017 ALDS, FOX Sports 1
Attention Score: 88.23
Attention Index: 77 (23% more interruptions than avg.)
Imp. Types: National 75%, Local 24%, VOD/OTT 1%
In-network Value: $3,585,832
Out-of-network Est. Spend: $415,427
5) Valor, The CW
Attention Score: 87.95
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 82%, Local 15%, VOD/OTT 3%
In-network Value: $1,187,621
Out-of-network Est. Spend: $1,684,816
Data provided by iSpot.tv, Real-time Advertising Metrics
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).