On the strength of 411 million TV ad impressions, Discovery tops this week’s Promo Mojo ranking with a promo for a Shark Week “special event” called Naked and Afraid of Sharks; a general Shark Week promo also snagged first place in the previous ranking, though with a lot fewer impressions (217 million).
Once again a promo for FX’s drug-world saga Snowfall takes second place, while an HGTV network sizzle promo, celebrating multiple series, repeats at fourth place, and a Desert Flippers-focused promo grabs fifth. A new entrant to the top five: a promo for Food Network’s The Great Food Truck Race at number three.
Notably, HGTV’s sizzle promo scores the highest iSpot Attention Index (141) in our ranking, getting 41% 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 July 16-21.
1) Naked and Afraid of Sharks (Shark Week), Discovery Channel
Attention Score: 93.61
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $2,126,059
Out-of-network Est. Spend: $989,721
2) Snowfall, FX Network
Attention Score: 89.07
Attention Index: 69 (31% more interruptions than avg.)
Imp. Types: National 83%, Local 14%, VOD/OTT 3%
In-network Value: $1,271,245
Out-of-network Est. Spend: $518,884
3) The Great Food Truck Race, Food Network
Attention Score: 95.46
Attention Index: 140 (40% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $363,991
Out-of-network Est. Spend: $364,545
4) HGTV sizzle promo
Attention Score: 95.54
Attention Index: 141 (41% fewer interruptions than avg.)
Imp. Types: National 84%, Local 15%, VOD/OTT 1%
In-network Value: $970,286
Out-of-network Est. Spend: $140,025
5) Desert Flippers, HGTV
Attention Score: 95.00
Attention Index: 134 (34% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $578,860
Out-of-network Est. Spend: $310,173
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).