On the strength of 259 million TV ad impressions, Nickelodeon leads the list in the week ended Aug. 2 with a spot that points out that Nick has a history of supporting justice and equality — ratifying something called the Kids’ Bill of Rights back in 1990 — and today it stands in support of Black Lives Matter.

Once again, the ranking is entirely dominated by cable networks, with Nick joined by Discovery’s Shark Week; TNT’s The Alienist; and HGTV with new series Martha Knows Best and Build Me Up.

Notably, the Build Me Up spot has the highest iSpot Attention Index (133) in this week’s ranking, getting 33% fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

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. This is the programming networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through Aug. 2.

1) Black Lives Matter, Nickelodeon

Impressions: 259,035,379
Attention Score: 93.73
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $5,130,513
Out-of-network Est. Spend: $3,503

2) Shark Week, Discovery

Impressions: 251,466,244
Attention Score: 94.72
Attention Index: 119 (19% fewer interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $1,665,451
Out-of-network Est. Spend: $244,044

3) The Alienist, TNT

Impressions: 235,669,150
Attention Score: 94.50
Attention Index: 115 (15% fewer interruptions than avg.)
Imp. Types: National 92%, Local 5%, VOD/OTT 3%
In-network Value: $2,913,409
Out-of-network Est. Spend: $88,780

4) Martha Knows Best, HGTV

Impressions: 234,646,547
Attention Score: 94.81
Attention Index: 120 (20% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,342,736
Out-of-network Est. Spend: $0.00

5) Build Me Up, HGTV

Impressions: 223,813,425
Attention Score: 95.62
Attention Index: 133 (33% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $1,462,315
Out-of-network Est. Spend: $0.00

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: discovery hgtv nickelodeon promo mojo tnt


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