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 March 27.
The 2022 Oscars telecast is No. 1, while our previous chart-topper, NBC’s American Song Contest, slips to second place.
The rest of the ranking is all about cuisine. Food Network grabs third place to cook up some excitement for its new reality competition The Julia Child Challenge (up from fourth place last time) and fifth to hype the eighth season of Spring Baking Championship (which was absent from last week’s chart). Meanwhile, TBS hypes its new Rat in the Kitchen in fourth place.
Notably, the Oscars promo has the week’s highest iSpot Attention Index (124), meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
1) 2022 Oscars, ABC
Impressions: 493,051,340
Interruption Rate: 1.48%
Attention Index: 124 (24% fewer interruptions than avg.)
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
In-network Value: $7,113,193
Out-of-network Est. Spend: $897,532
2) American Song Contest, NBC
Impressions: 363,391,081
Interruption Rate: 1.96%
Attention Index: 100 (0% fewer interruptions than avg.)
Imp. Types: National 94%, Local 5%, VOD/OTT 1%
In-network Value: $1,783,595
Out-of-network Est. Spend: $367,420
3) The Julia Child Challenge, Food Network
Impressions: 198,748,914
Interruption Rate: 1.43%
Attention Index: 102 (2% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $723,996
Out-of-network Est. Spend: $0.00
4) Rat in the Kitchen, TBS
Impressions: 180,845,335
Interruption Rate: 1.99%
Attention Index: 106 (6% fewer interruptions than avg.)
Imp. Types: National 98%, Local 2%, VOD/OTT 0%
In-network Value: $1,730,669
Out-of-network Est. Spend: $161,926
5) Spring Baking Championship, Food Network
Impressions: 176,781,005
Interruption Rate: 1.39%
Attention Index: 108 (8% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $638,143
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).
