B&C has partnered with iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing the top five TV promos ranked by impressions. These are the shows networks have been promoting most heavily to drive tune-in (our data covers the 7-day period through Sept. 18).
For the first time since we introduced Promo Mojo, all of the Big Four broadcast networks make our cut, with Fox taking the top spot thanks to its massive promotion (221 million TV ad impressions) for the Damon Wayans vehicle Lethal Weapon. CBS stands out here in that its heaviest promotion isn’t for a new fall show, but for its two-part special The Case Of: JonBenét Ramsey. Meanwhile, the one cable network in our top 5, FX, has been putting its money on American Horror Story: My Roanoke Nightmare.
Related: The Top 5 Network Promos Leading Up to the Fall TV Season
1) Lethal Weapon, Fox
Impressions: 221,397,514
Imp. Types: National 63%, Local 33%, VOD/OTT 4%
Avg. View Rate: 93.50%
In-network Value: $2,323,339
Out-of-network Est. Spend: $1,379,347
2) This Is Us, NBC
Impressions: 215,785,772
Imp. Types: National 82%, Local 14%, VOD/OTT 4%
Avg. View Rate: 88.41%
In-network Value: $2,892,904
Out-of-network Est. Spend: $943,486
3) The Case of: JonBenét Ramsey, CBS
Impressions: 209,789,763
Imp. Types: National 72%, Local 26%, VOD/OTT 2%
Avg. View Rate: 75.19%
In-network Value: $3,026,863
Out-of-network Est. Spend: $105,139
4) Speechless, ABC
Impressions: 196,605,708
Imp. Types: National 73%, Local 20%, VOD/OTT 7%
Avg. View Rate: 88.47%
In-network Value: $2,855,022
Out-of-network Est. Spend: $694,557
5) American Horror Story: My Roanoke Nightmare, FX Network
Impressions: 158,914,705
Imp. Types: National 84%, Local 12%, VOD/OTT 4%
Avg. View Rate: 94.40%
In-network Value: $1,192,931
Out-of-network Est. Spend: $636,205
Data provided by iSpot.tv, Real-time Advertising Metrics
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted, VOD+OTT, and Local.
Imp. Types - Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.
Avg. View Rate - The average view rate across all views of a promo. The average view rate is only calculated on impressions that are viewed from the beginning of the promo.
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.
National: 3 Day Time-shifted - A national promo which was viewed on delay, via DVR or on demand up to 3-days after the original broadcast.
National: 4-7 Day Time-shifted - A national promo which was viewed via DVR between 4 & 7 days after the original broadcast.
National: 8+ Day Time-shifted - A national promo which was viewed via DVR 8 days or more after the original broadcast.
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).
