For the second straight week, NBC grabs the top spot on the Promo Mojo chart with its promos for the 2018 PyeongChang Winter Olympics, which racked up 325 million TV ad impression over seven days. And once again, TNT’s The Alienist holds steady at second place while scoring the highest iSpot Attention Index (127) in our ranking, getting 27 percent fewer interruptions than the average promo, with interruptions including changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
HGTV earns two spots in our ranking — third place for Home Town and fifth for Flip or Flop Nashville — while Animal Planet’s bit of Super Bowl counterprogramming, Puppy Bowl XIV, shows up (adorably) 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 Feb. 4.
1) 2018 PyeongChang Winter Olympics, NBC
Attention Score: 86.42
Attention Index: 56 (44% more interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $5,226,863
Out-of-network Est. Spend: $864,250
2) The Alienist, TNT
Attention Score: 94.44
Attention Index: 127 (27% fewer interruptions than avg.)
Imp. Types: National 89%, Local 7%, VOD/OTT 4%
In-network Value: $2,639,116
Out-of-network Est. Spend: $45,821
3) Home Town, HGTV
Attention Score: 89.72
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,485,299
Out-of-network Est. Spend: $81,518
4) Puppy Bowl XIV, Animal Planet
Attention Score: 89.48
Attention Index: 72 (28% more interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $601,503
Out-of-network Est. Spend: $14,533
5) Flip or Flop Nashville, HGTV
Attention Score: 91.27
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,403,234
Out-of-network Est. Spend: $0.00
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).