B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through July 24.
Discovery’s Shark Week is No. 1 for the second week in a row.
The rest of the chart is once again dominated by cable networks, with Discovery joined by Food Network, which cooks up excitement for the second season of Alex vs America in second place; Hallmark Channel, which gives some love to original romantic movie Christmas in Toyland (part of its Christmas in July programming block) in third place; and TNT, which hypes the final season of original crime drama Animal Kingdom in fourth.
Rounding out the ranking is the sole traditional broadcaster in our ranking, CBS, which promotes reality competition The Challenge: USA in fifth.
Notably, The Challenge: USA scores the week’s highest iSpot Attention Index (137), meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
1) Shark Week, Discovery
Impressions: 582,458,828
Interruption Rate: 1.72%%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 97%, Local 2%, VOD/OTT 1%
In-network Value: $1,692,974
Out-of-network Est. Spend: $842,837
2) Alex vs America, Food Network
Impressions: 215,902,207
Interruption Rate: 1.63%
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $706,810
Out-of-network Est. Spend: $206,723
3) Christmas in Toyland, Hallmark Channel
Impressions: 194,084,342
Interruption Rate: 3.74%
Attention Index: 117 (17% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,040,973
Out-of-network Est. Spend: $0.00
4) Animal Kingdom, TNT
Impressions: 172,927,763
Interruption Rate: 2.21%
Attention Index: 96 (4% fewer interruptions than avg.)
In-network Value: $607,971
Out-of-network Est. Spend: $410,845
5) The Challenge: USA, CBS
Impressions: 157,125,329
Interruption Rate: 1.27%
Attention Index: 137 (37% fewer interruptions than avg.)
In-network Value: $913,041
Out-of-network Est. Spend: $0.00
* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *
For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.
Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus 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 in its respective industry. 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.
Impression 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). ■
