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Promo Mojo: TLC’s ‘Trading Spaces’ Reboot Tops List
Following a week in which traditional broadcast network ABC dominated the Promo Mojo chart by grabbing three out of five slots, cable networks return to list dominance in the week ending April 8.
TLC takes the top spot in our ranking with promos for its Trading Spaces reboot, which racked up 281.5 million TV ad impressions. TBS’s new Tracy Morgan vehicle, The Last O.G., holds steady at number two week-over-week, but the rest of the ranking is made up of fresh additions to the top five. Discovery’s documentary series Deadliest Catch, now in its 14th season, takes third place, while the second season of Food Network’s Iron Chef America reboot, Iron Chef Gauntlet, lands at fourth. Closing out our chart: MTV’s Jersey Shore reboot, Jersey Shore Family Vacation.
Notably, Iron Chef Gauntlet scores the highest iSpot Attention Index (140) in our ranking, getting 40% 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 April 8.
1) Trading Spaces, TLC
Attention Score: 92.15
Attention Index: 92 (8% more interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $864,648
Out-of-network Est. Spend: $733,706
2) The Last O.G., TBS
Attention Score: 93.91
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $3,562,349
Out-of-network Est. Spend: $651,021
3) Deadliest Catch, Discovery Channel
Attention Score: 94.36
Attention Index: 122 (22% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,566,578
Out-of-network Est. Spend: $472,609
4) Iron Chef Gauntlet, Food Network
Attention Score: 95.66
Attention Index: 140 (40% fewer interruptions than avg.)
Imp. Types: National 83%, Local 15%, VOD/OTT 2%
In-network Value: $396,459
Out-of-network Est. Spend: $382,742
5) Jersey Shore: Family Vacation, MTV
Attention Score: 92.67
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,230,336
Out-of-network Est. Spend: $247,236
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).