On the strength of just under 359 million TV ad impressions, CBS’s promo for Celebrity Big Brother tops this week’s chart, while the network hypes new talent competition The World’s Best — slated to debut on Super Bowl Sunday right after the game — in second place.
Cable networks round out the ranking, with promos for TNT limited crime-drama series I Am the Night in third place, HGTV home-reno show Windy City Rehab in fourth and Syfy action-drama Deadly Class in fifth.
Notably, the Windy City Rehab promo earns the highest iSpot Attention Index (153) in the ranking, getting 53% 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. 20.
[Images of Celebrity Big Brother courtesy of CBS]
1) Celebrity Big Brother, CBS
Attention Score: 85.21
Attention Index: 57 (43% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $8,144,611
Out-of-network Est. Spend: $127,578
2) The World’s Best, CBS
Attention Score: 82.66
Attention Index: 49 (51% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $8,145,699
Out-of-network Est. Spend: $0.00
3) I Am the Night, TNT
Attention Score: 91.59
Attention Index: 101 (1% fewer interruptions than avg.)
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
In-network Value: $3,695,265
Out-of-network Est. Spend: $1,230,848
4) Windy City Rehab, HGTV
Attention Score: 95.98
Attention Index: 153 (53% fewer interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $1,962,954
Out-of-network Est. Spend: $182,875
5) Deadly Class, Syfy
Attention Score: 90.71
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
In-network Value: $1,799,745
Out-of-network Est. Spend: $582,170
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).