Fox’s event series, Next, racking up nearly 330 million TV ad impressions in the week ended Oct. 4, is what’s next to lead the Promo Mojo ranker.

In what’s becoming an increasing rarity, two other traditional broadcasters also make this week’s list, with ABC’s 2020 NBA Finals between the Los Angeles Lakers and the Miami Heat in second place and NBC’s Weakest Link, starring Jane Lynch, in fourth.

Rounding out the ranking: Comedy Central’s South Park pandemic special comes in third, while Discovery and its siblings — including HGTV, Food Network, OWN and Investigation Discovery — continue to score with a spot promoting the networks’ wide range of lifestyle programming (“Whatever you’re into, it’s on the Discovery family of networks”).

Notably, the South Park spot scores highest this week with a 120 on the iSpot Attention Index, indicating viewers were on average highly likely to watch the spot all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Brief by Promax 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. This is the programming networks have been promoting most heavily to drive tune-in.

1) neXt, Fox

Impressions: 328,159,694
Completion Rate: 98.35
Attention Index: 109 (9% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $2,626,287
Out-of-network Est. Spend: $2,633,823

2) 2020 NBA Finals, ABC

Impressions: 288,481,863
Completion Rate: 98.70
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $4,395,751
Out-of-network Est. Spend: $641,400

3) South Park, Comedy Central

Impressions: 264,206,993
Completion Rate: 97.19
Attention Index: 120 (20% fewer interruptions than avg.)
Imp. Types: National 86%, Local 13%, VOD/OTT 1%
In-network Value: $2,498,454
Out-of-network Est. Spend: $1,240,460

4) Weakest Link, NBC

Impressions: 260,371,340
Completion Rate: 98.77
Attention Index: 105 (5% fewer interruptions than avg.)
Imp. Types: National 86%, Local 12%, VOD/OTT 2%
In-network Value: $2,468,344
Out-of-network Est. Spend: $510,611

5) Discovery family of networks, Discovery Inc.

Impressions: 221,065,377
Completion Rate: 98.44
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,352,251
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.
Completion Rate - The percentage of devices that were present at the beginning of an ad that made it all the way to the end of the ad.
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: abc comedy central discovery fox nbc next promo mojo south park


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