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 3.
Food Network’s new reality series Me or the Menu tops the ranking, making it TV’s most promoted show for a second week in a row.
Cable networks have the edge overall, with Food Network joined by Hallmark Channel — promoting both its Christmas in July festive programming block in third place, and a specific July original-movie premiere, My Grown-Up Christmas List, in fourth.
Two traditional broadcast networks also make the cut: CBS, which hypes its new reality competition The Challenge: USA in second, and ABC, which gives some love to its new comedy game show Generation Gap in fifth.
Notably, The Challenge: USA scores the week’s highest iSpot Attention Index (134), 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) Me or the Menu, Food Network
Impressions: 298,509,286
Interruption Rate: 1.69%
Attention Index: 94 (6% more interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $1,070,087
Out-of-network Est. Spend: $371,216
2) The Challenge: USA, CBS
Impressions: 264,560,130
Interruption Rate: 1.54%
Attention Index: 134 (34% fewer interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $2,163,564
Out-of-network Est. Spend: $43,023
3) Christmas in July, Hallmark Channel
Impressions: 248,057,029
Interruption Rate: 3.58%
Attention Index: 99 (1% more interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,244,345
Out-of-network Est. Spend: $0.00
4) My Grown-Up Christmas List, Hallmark Channel
Impressions: 177,952,365
Interruption Rate: 3.63%
Attention Index: 118 (18% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,034,743
Out-of-network Est. Spend: $0.00
5) Generation Gap, ABC
Impressions: 167,548,568
Interruption Rate: 3.63%
Attention Index: 96 (4% more interruptions than avg.)
In-network Value: $1,159,204
Out-of-network Est. Spend: $126,514
* 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). ■
