Following four weeks in a row during which cable networks swept the Promo Mojo top five, a traditional broadcaster, NBC, takes this week’s top spot thanks to 256.6 million TV ad impressions for promos plugging the 2018 Billboard Music Awards.

Beyond that tentpole, though, two cable nets dominate the rest of the ranking: TNT takes second and third place, respectively, for its crime dramas Animal Kingdom and Claws, while HGTV’s feel-good multi-series promo lands at number four and its Love It or List It closes out the chart.

Notably, Love It or List It scores the highest iSpot Attention Index (143) in our ranking, with its promos getting 43% 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 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 May 20.

1) 2018 Billboard Music Awards, NBC

Impressions: 256,591,835
Attention Score: 82.01
Attention Index: 41 (59% more interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $3,472,874
Out-of-network Est. Spend: $684,465

2) Animal Kingdom, TNT

Impressions: 238,623,235
Attention Score: 94.49
Attention Index: 125 (25% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $2,812,174
Out-of-network Est. Spend: $230,375

3) Claws, TNT

Impressions: 200,844,034
Attention Score: 95.03
Attention Index: 132 (32% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $2,320,210
Out-of-network Est. Spend: $308,384

4) HGTV multi-series promo

Impressions: 171,068,916
Attention Score: 93.86
Attention Index: 116 (16% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,652,507
Out-of-network Est. Spend: $0

5) Love It or List It, HGTV

Impressions: 148,567,216
Attention Score: 95.81
Attention Index: 143 (43% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $689,680
Out-of-network Est. Spend: $359,995

Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads

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: animal kingdom billboard music awards 2018 claws hgtv love it or list it nbc promo mojo tnt


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