NBC grabs the top spot on this week’s Promo Mojo chart with its spots for the upcoming 2018 Winter Olympics from PyeongChang, South Korea, racking up 352 million TV ad impression over seven days. The Olympics will air on NBC from Feb. 9 through Feb. 25.

Meanwhile, TNT’s The Alienist not only holds steady at second place, it once again scores the highest iSpot Attention Index (128) in our ranking, getting 28 percent fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

CBS’ 2018 Grammys, which aired on Sunday night to an all-time low audience among adults 18-49, make a repeat appearance in our chart, this time at third place (up from fifth last time), while HGTV’s Home Town takes fourth. The number one from last time, Fox’s new medical drama The Resident, closes out this week’s ranking.

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 Jan. 28.

1) 2018 PyeongChang Winter Olympics, NBC

Impressions: 352,002,689
Attention Score: 89.52
Attention Index: 72 (28% more interruptions than avg.)
Imp. Types: National 84%, Local 13%, VOD/OTT 3%
In-network Value: $3,061,142
Out-of-network Est. Spend: $2,178,086

2) The Alienist, TNT

Impressions: 291,218,471
Attention Score: 94.59
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 89%, Local 7%, VOD/OTT 4%
In-network Value: $2,877,474
Out-of-network Est. Spend: $207,673

3) 2018 Grammys, CBS

Impressions: 238,882,221
Attention Score: 89.36
Attention Index: 71 (29% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,720,141
Out-of-network Est. Spend: $160,805

4) Home Town, HGTV

Impressions: 221,937,008
Attention Score: 89.85
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,533,660
Out-of-network Est. Spend: $86,443

5) The Resident, FOX

Impressions: 204,012,907
Attention Score: 87.53
Attention Index: 61 (39% more interruptions than avg.)
Imp. Types: National 79%, Local 18%, VOD/OTT 3%
In-network Value: $1,543,329
Out-of-network Est. Spend: $361,112

Data provided by iSpot.tv, Real-time Advertising Metrics

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:


  Save as PDF