After five weeks of topping the weekly Promo Mojo chart with the 2018 PyeongChang Winter Olympics, NBC gets bumped from our number-one spot by ABC thanks to promos for the 90th Academy Awards telecast that racked up over 255 million TV ad impressions. But NBC does make a nice showing in second place for its new crime comedy-drama Good Girls.

ABC pops up again in third place with its promos for the reboot of American Idol. And closing out the ranking are USA Network’s Unsolved, a limited series about the murders of Tupac and Biggie Smalls, at number four, and FX’s hit Atlanta at number five. Notably, Atlanta promos score the highest iSpot Attention Index (136) in our ranking, getting 36 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 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 March 4.

[Cube images of the 2018 Academy Awards courtesy of ABC]

1) 2018 Oscars, ABC

Impressions: 255,407,834
Attention Score: 90.80
Attention Index: 81 (19% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $2,940,794
Out-of-network Est. Spend: $216,619

2) Good Girls, NBC

Impressions: 229,318,798
Attention Score: 90.22
Attention Index: 77 (23% more interruptions than avg.)
Imp. Types: National 92%, Local 5%, VOD/OTT 3%
In-network Value: $2,906,378
Out-of-network Est. Spend: $320,137

3) American Idol, ABC

Impressions: 206,878,148
Attention Score: 87.52
Attention Index: 60 (40% more interruptions than avg.)
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
In-network Value: $10,421,404
Out-of-network Est. Spend: $442,212

4) Unsolved, USA Network

Impressions: 168,893,659
Attention Score: 93.42
Attention Index: 112 (12% fewer interruptions than avg.)
Imp. Types: National 93%, Local 3%, VOD/OTT 4%
In-network Value: $1,101,135
Out-of-network Est. Spend: $263,098

5) Atlanta, FX Network

Impressions: 165,820,700
Attention Score: 95.22
Attention Index: 136 (36% fewer interruptions than avg.)
Imp. Types: National 92%, Local 5%, VOD/OTT 3%
In-network Value: $1,373,062
Out-of-network Est. Spend: $595,754

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: abc american idol atlanta fx good girls nbc oscars 2018 promo mojo unsolved usa network winter olympics 2018


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