On the strength of nearly half a billion ad impressions, HGTV’s A Very Brady Renovation is the most-promoted show in this week’s Promo Mojo ranking. But the rest of the top five is dominated by a pair of traditional broadcasters eager to hype their fall line-ups.

Fox promotes returning series The Masked Singer and 9-1-1 in second and fifth, respectively, plus new crime drama Prodigal Son in third place. ABC lands at fourth to plug Stumptown, another new crime drama (based on the graphic novels of the same name).

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 Sept. 8.

1) A Very Brady Renovation, HGTV

Impressions: 479,106,034
Attention Score: 93.22
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 88%, Local 11%, VOD/OTT 1%
In-network Value: $1,998,599
Out-of-network Est. Spend: $445,231

2) The Masked Singer, FOX

Impressions: 437,761,855
Attention Score: 91.33
Attention Index: 77 (23% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $6,935,141
Out-of-network Est. Spend: $1,213,505

3) Prodigal Son, FOX

Impressions: 420,869,585
Attention Score: 92.66
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $4,896,310
Out-of-network Est. Spend: $2,240,466

4) Stumptown, ABC

Impressions: 281,800,636
Attention Score: 88.48
Attention Index: 58 (42% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $2,869,542
Out-of-network Est. Spend: $420,671

5) 9-1-1, FOX

Impressions: 276,731,908
Attention Score: 93.13
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $3,908,188
Out-of-network Est. Spend: $667,162

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: 9-1-1 a very brady renovation abc fox hgtv prodigal son promo mojo stumptown the masked singer


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