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 the top five TV promos ranked by ad impressions. Our data covers the seven-day period through January 16.
Various athlete-centric NBC promos for the Beijing Winter Olympics lead our chart (the example shown here focuses on American cross-country skier Jessie Diggins). Meanwhile, last week’s chart-topper, a promo from Magnolia Network (formerly DIY Network) for Fixer Upper: Welcome Home, slips to second place.
Once again, traditional broadcasters have the edge in our top 5, with NBC joined by ABC, which promotes upcoming family drama Promised Land in third place, and CBS, which promotes new medical drama Good Sam in fifth.
Rounding out the ranking: Hallmark Channel, which gives some love to its original romantic movie The Perfect Pairing in fourth place.
Notably, the Beijing Winter Olympics spots have the week’s highest iSpot Attention Index (121), meaning viewers were on average highly likely to watch them all the way through (vs. interrupting them by changing the channel, pulling up the guide, fast-forwarding or turning off the TV). As always, chart positions may be updated in iSpot’s database as additional airings information becomes available.
1) Fixer Upper: Welcome Home, Magnolia Network (formerly DIY Network)
Impressions: 377,353,740
Interruption Rate: 1.52%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 94%, Local 1%, VOD/OTT 5%
In-network Value: $840,361
Out-of-network Est. Spend: $165,328
2) 2022 Beijing Winter Olympics, NBC
Impressions: 314,278,101
Interruption Rate: 1.84%
Attention Index: 100 (0% fewer interruptions than avg.)
Imp. Types: National 89%, Local 10%, VOD/OTT 1%
In-network Value: $846,420
Out-of-network Est. Spend: $0.00
3) Abbott Elementary, ABC
Impressions: 264,487,393
Interruption Rate: 1.45%
Attention Index: 97 (3% more interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $975,349
Out-of-network Est. Spend: $452,467
4) Ghosts, CBS
Impressions: 219,957,721
Interruption Rate: 2.29%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 93%, Local 5%, VOD/OTT 2%
In-network Value: $744,471
Out-of-network Est. Spend: $0.00
5) Kids Baking Championship, Food Network
Impressions: 217,498,043
Interruption Rate: 1.77%
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $461,160
Out-of-network Est. Spend: $0.00
* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *
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).
