As one would expect at this time of year, Discovery’s Shark Week is the most-promoted programming in this week’s Promo Mojo ranking with 220.6 million TV ad impressions; the network also snags third place for Serengeti.

Reality TV actually dominates this week’s entire chart, with two HGTV shows — Flip or Flop in second and Hidden Potential in fifth — and Food Network trying to work up viewers’ appetite for BBQ Brawl: Flay vs. Symon in fourth.

Notably, Hidden Potential earns the highest iSpot Attention Index (144) in our ranking, getting 44% 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 always-on TV ad measurement and attribution 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 July 28.

1) Shark Week, Discovery Channel

Impressions: 220,585,714
Attention Score: 93.76
Attention Index: 121 (21% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $1,491,191
Out-of-network Est. Spend: $667,285

2) Flip or Flop, HGTV

Impressions: 188,609,326
Attention Score: 95.49
Attention Index: 143 (43% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $1,078,218
Out-of-network Est. Spend: $246,842

3) Serengeti, Discovery Channel

Impressions: 186,046,709
Attention Score: 91.37
Attention Index: 92 (8% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,530,885
Out-of-network Est. Spend: $0.00

4) BBQ Brawl: Flay vs. Symon, Food Network

Impressions: 168,192,029
Attention Score: 90.26
Attention Index: 82 (18% more interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $906,105
Out-of-network Est. Spend: $0.00

5) Hidden Potential, HGTV

Impressions: 139,786,620
Attention Score: 95.57
Attention Index: 144 (44% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,462,916
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).

Tags: discovery food network hgtv promo mojo shark week


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