On the strength of nearly 270 million TV ad impressions, HGTV’s reboot of Extreme Makeover Home Edition tops this week’s chart; the network also grabs fifth place for Flipping 101.

ABC takes second place with For Life, while Discovery and NBC grab third and fourth for, respectively, Naked and Afraid and The Voice.

Notably, the Flipping 101 spot earns the highest iSpot Attention Index (155) in this week’s ranking, getting 55 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 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. 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 23.

1) Extreme Makeover Home Edition, HGTV

Impressions: 269,901,030
Attention Score: 95.41
Attention Index: 130 (30% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,534,923
Out-of-network Est. Spend: $362,086

2) For Life, ABC

Impressions: 236,397,267
Attention Score: 90.42
Attention Index: 68 (32% more interruptions than avg.)
Imp. Types: National 82%, Local 16%, VOD/OTT 2%
In-network Value: $2,189,190
Out-of-network Est. Spend: $417,653

3) Naked and Afraid, Discovery Channel

Impressions: 210,875,552
Attention Score: 93.34
Attention Index: 98 (2% more interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,024,079
Out-of-network Est. Spend: $445,983

4) The Voice, NBC

Impressions: 204,063,511
Attention Score: 91.74
Attention Index: 79 (21% more interruptions than avg.)
Imp. Types: National 87%, Local 11%, VOD/OTT 2%
In-network Value: $2,222,377
Out-of-network Est. Spend: $423,605

5) Flipping 101, HGTV

Impressions: 196,073,635
Attention Score: 97.07
Attention Index: 155 (55% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,160,913
Out-of-network Est. Spend: $0

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: abc discovery hgtv nbc promo mojo


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