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Promo Mojo: NBC Grabs Olympics Promo Gold for Third Straight Week
For the third week in a row, NBC grabs the top spot on the Promo Mojo chart with the 2018 PyeongChang Winter Olympics, which racked up nearly 728 million TV ad impressions over seven days. The debut of CBS’ Celebrity Big Brother takes second place, pushing last week’s number two, TNT’s The Alienist, to third place. HGTV’s Home Town also shifts down a spot, from fourth to fifth, while Discovery debuts in our ranking at number four with a promo for Motor Mega Week, a cross-series extravaganza that starts Feb. 26.
Notably, Motor Mega Week scores the highest iSpot Attention Index (149) in our ranking, getting 49 percent 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 Feb. 11.
1) 2018 PyeongChang Winter Olympics, NBC
Attention Score: 91.73
Attention Index: 92 (8% more interruptions than avg.)
Imp. Types: National 84%, Local 14%, VOD/OTT 2%
In-network Value: $9,073,608
Out-of-network Est. Spend: $768,243
2) Celebrity Big Brother, CBS
Attention Score: 80.76
Attention Index: 40 (60% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,108,454
Out-of-network Est. Spend: $115,779
3) The Alienist, TNT
Attention Score: 94.63
Attention Index: 129 (29% fewer interruptions than avg.)
Imp. Types: National 90%, Local 6%, VOD/OTT 4%
In-network Value: $2,524,111
Out-of-network Est. Spend: $45,423
4) Motor Mega Week, Discovery Channel
Attention Score: 96.12
Attention Index: 149 (49% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,079,814
Out-of-network Est. Spend: $75,098
5) Home Town, HGTV
Attention Score: 89.94
Attention Index: 76 (24% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,388,752
Out-of-network Est. Spend: $105,795
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).