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Promo Mojo: Nat Geo’s ‘Long Road Home’ Stays on Top Ahead of Premiere
National Geographic’s “global miniseries event,” The Long Road Home, based on the Martha Raddatz best-seller about the war in Iraq, racked up 306.2 million TV ad impressions in the week ended Nov. 5, topping the Promo Mojo chart for the second week in a row. That number is down from last week’s 370.6 million, but still helps the miniseries’ promos vault well past the half-billion impression mark over two weeks.
The Long Road Home premiered Tuesday, Nov. 7, at 9/8 c.
Last week’s number three, CBS’s Shemar Moore vehicle S.W.A.T., moves up to second place, while the rest of the ranking gets a refresh.
USA’s Damnation takes third place—and scores the highest iSpot Attention Index (105) in our top five, getting 5 percent fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Closing out our ranking: CBS at number four with a joint promo for The Big Bang Theory and its spin-off Young Sheldon, and ABC at number five with the 2017 CMA Awards.
Daily Brief by PromaxBDA has partnered withBroadcasting & 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 Nov. 5.
1) The Long Road Home, National Geographic
Attention Score: 87.16
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $4,540,746
Out-of-network Est. Spend: $911,756
2) S.W.A.T., CBS
Attention Score: 88.53
Attention Index: 80 (20% more interruptions than avg.)
Imp. Types: National 86%, Local 11%, VOD/OTT 3%
In-network Value: $3,090,014
Out-of-network Est. Spend: $438,011
3) Damnation, USA Network
Attention Score: 91.30
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 89%, Local 7%, VOD/OTT 4%
In-network Value: $1,758,747
Out-of-network Est. Spend: $510,437
4) The Big Bang Theory | Young Sheldon, CBS
Attention Score: 86.58
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $3,252,817
Out-of-network Est. Spend: $443,367
5) 2017 CMA Awards, ABC
Attention Score: 83.39
Attention Index: 55 (45% more interruptions than avg.)
Imp. Types: National 83%, Local 14%, VOD/OTT 3%
In-network Value: $4,236,606
Out-of-network Est. Spend: $90,888
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).