On the strength of 339.5 million TV ad impressions, TNT’s promo for limited crime-drama series I Am the Night takes first place in this week’s Promo Mojo ranking. In second and third, two traditional broadcasters drum up interest in some high-profile programming: Rent (Fox) and The World’s Best (CBS).
Cable nets close out our ranking, with HGTV hyping home-renovation show Windy City Rehab and Investigation Discovery promoting Body Cam.
Notably, the Windy City Rehab promo earns the highest iSpot Attention Index (152) in our ranking, getting 52% 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 Jan. 27.
1) I Am the Night, TNT
Attention Score: 89.30
Attention Index: 75 (25% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $3,791,436
Out-of-network Est. Spend: $1,737,090
2) Rent, FOX
Attention Score: 93.53
Attention Index: 120 (20% fewer interruptions than avg.)
Imp. Types: National 81%, Local 17%, VOD/OTT 2%
In-network Value: $1,195,607
Out-of-network Est. Spend: $2,085,484
3) The World’s Best, CBS
Attention Score: 85.85
Attention Index: 57 (43% more interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,966,363
Out-of-network Est. Spend: $0.00
4) Windy City Rehab, HGTV
Attention Score: 96.16
Attention Index: 152 (52% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $2,037,531
Out-of-network Est. Spend: $97,167
5) Body Cam, Investigation Discovery
Attention Score: 93.04
Attention Index: 114 (14% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $889,834
Out-of-network Est. Spend: $0.00
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
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).