As the start of the fall TV season approached promos for ABC's sophomore comedy Abbott Elementary performed 135% above the average for ABC's promos, according to data from analytics company EDO.

EDO said that promos in the comedy and variety genres tend to outperform promos for shows in other genres by 50%.

But the top promos for shows on the other networks weren't comedies, according to EDO.

Promos for Survivor outperformed CBS's average promo by 124%. At Fox, promos for The Masked Singer topped the network's average by 120%. The Voice got the best-performing promos from NBC (99% above average) while All American got the cream of CW's promos at 23% above average.

EDO says that promos for reality TV slightly outperformed the average broadcast promo across genres.

Also: Discovery Using EDO To Measure Ad Campaign Impact

Promos for returning shows performed 39% better than promos for new shows this fall.

EDO measures promo performance with its Search Engagement Rates, which measures the relative likelihood that a consumer searched for a brand in the minutes after seeing a spot.

EDO said it works with nearly all of the network’s ad sales teams and multiple networks are clients for their marketing/promo activity as well. ■

The Stanley Cup Playoffs don’t face off until Tax Day, but NBC Sports is dropping the promo puck on the air tonight.

Beginning with the March 18 "Rivalry Night" matchup between the Chicago Blackhawks and the New York Rangers on NBCSN, the programmer will begin pushing the April 15 opening of the postseason with spots that tug at the heart of sports fans. The creative, developed in-house, is the NHL equivalent of a kid catching a foul ball, or getting an autograph and becoming a baseball fan for life.

The ads are the first part of our multi-faceted campaign for the playoffs, which will feature topical spots, scripted work, long-form content, digital and social elements, plus various trade and consumer activations.  

“In the past, we used to wait until 48 hours out, or the week before the playoffs began,” said Bill Bergofin, senior vice president of marketing, NBC Sports Group. “But we want to put it out there in interesting ways, and build a relationship leading into the postseason.”

Under the "Don’t Miss a Moment" banner, the first :30, which will premiere tonight on NBCSN, focuses on a young Blackhawks fan, sporting a Patrick Sharp jersey, holding his ticket. The commercial cuts back to the kid walking the concourse with his father. Then, they’re watching Sharp shooting during the warmup. The youngster pounds the glass, Chicago's alternate captain skates over. The moment is sealed, as the player and the youngster touch glove and hand through the glass (pictured).

The voiceover sounds: “A moment is easy to miss, when it happens so fast. But when you catch it, you keep it forever. The Stanley Cup Playoffs begin April 15. Every game. Every night. Don’t miss a moment.”

The final scenes show the logos of the televising networks: NBC, NBCSN, CNBC, NHL Network and USA, which is joining the postseason roster for spillover game coverage in the early rounds. There are also images of players walking to the tunnel high-fiving kids, or raising their sticks. A youngster holds a faux Stanley Cup, while a Washington Capitals supporter treasures his puck. You can watch the spot here.

“With the Blackhawks facing off against the Rangers on Rivalry Night, it was a great opportunity to start with the Sharp spot,” said Bergofin.

Another execution focuses on Capitals star Alex Ovechkin. This time, Dad has his arms around his young sons, adorned in No. 8 sweaters, as they walk down the row to their seats. Fingers on the railing, they look through the glass as the Russian superstar is practicing his passing. In a wide shot, Ovechkin skates toward the trio and tosses a puck over the glass, the younger son grabbing the prize.  Check out the :30 here.

“Moments are not only about great plays or goals. They can be about the experiences in the building with the players and with family,” said Bergofin. “The spots also let fans know that we have every game and will have all the moments.”

He noted that there are more player and fans spots that will get off the bench during this facet of the campaign, which will grow more topical as the playoff matchups are set.

Over the course, the various commercials will run across an array of NBCUniversal properties, including general-entertainment leader USA, which is joining the NBC Sports Group team to televise Stanley Cup Playoff games this year.

“We’ll have more information as we get closer to the start of the playoffs,” said a spokesman.