On the strength of nearly 281 million TV ad impressions, TLC tops this week’s ranking with a promo for 90 Day Fiancé: Before the 90 Days (the “prequel” version of the 90 Day Fiancé franchise), which returned to TLC for season two on Sunday. It’s a new entry to the top five, unlike promos for USA’s The Sinner, which jumps from fourth place last time to second this time, and Food Network’s The Great Food Truck Race, which slips from second to third.
Closing out our chart are two more new entries: National Geographic’sYellowstone Live and FX’s Mayans MC.
Notably, The Great Food Truck Race scores the highest iSpot Attention Index (136) in our ranking, getting 36 percent 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 & Cable and 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 5.
[Images of 90 Day Fiancé: Before the 90 Days courtesy of TLC]
1) 90 Day Fiancé: Before the 90 Days, TLC
Attention Score: 92.11
Attention Index: 95 (5% more interruptions than avg.)
Imp. Types: National 86%, Local 13%, VOD/OTT 1%
In-network Value: $737,123
Out-of-network Est. Spend: $756,585
2) The Sinner, USA Network
Attention Score: 93.37
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 88%, Local 8%, VOD/OTT 4%
In-network Value: $1,980,921
Out-of-network Est. Spend: $286,623
3) The Great Food Truck Race, Food Network
Attention Score: 95.20
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 82%, Local 17%, VOD/OTT 1%
In-network Value: $317,373
Out-of-network Est. Spend: $243,710
4) Yellowstone Live, National Geographic
Attention Score: 85.83
Attention Index: 53 (47% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,707,452
Out-of-network Est. Spend: $52,488
5) Mayans MC, FX Network
Attention Score: 92.20
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 97%, Local 1%, VOD/OTT 2%
In-network Value: $1,529,001
Out-of-network Est. Spend: $51,440
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).