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 7-day period through Aug. 8.
An NBC promo encouraging viewers to keep tuning in post-Olympics tops our ranking. “After the closing ceremony, the games don’t stop on NBC,” the spot declares while serving up clips from Family Game Fight, America’s Got Talent, American Ninja Warrior and The Wall. Meanwhile, an NBCUniversal promo for the Tokyo Summer Olympics drops from first place to third.
Rounding out the top 5: Fox hypes its Fantasy Island reboot in second, and fellow traditional broadcaster CBS promotes its summer reality fare: Love Island in fourth and Big Brother in fifth.
Notably, the Tokyo Summer Olympics spot has this week’s highest iSpot Attention Index (128), 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) NBC “Games” promo, NBC
Impressions: 301,218,161
Interruption Rate: 3.38%
Attention Index: 97 (3% more interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $2,212,252
Out-of-network Est. Spend: 239
2) Fantasy Island, Fox
Impressions: 295,757,909
Interruption Rate: 1.08%
Attention Index: 111 (11% fewer interruptions than avg.)
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
In-network Value: $408,171
Out-of-network Est. Spend: $1,221,212
3) Tokyo Summer Olympics, NBCUniversal networks
Impressions: 279,965,390
Interruption Rate: 2.41%
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 88%, Local 10%, VOD/OTT 2%
In-network Value: $2,211,852
Out-of-network Est. Spend: $110,539
4) Love Island, CBS
Impressions: 202,208,102
Interruption Rate: 2.59%
Attention Index: 91 (9% more interruptions than avg.)
Imp. Types: National 90%, Local 8%, VOD/OTT 2%
In-network Value: $1,634,122
Out-of-network Est. Spend: $0.00
5) Big Brother, CBS
Impressions: 183,369,985
Interruption Rate: 2.63%
Attention Index: 87 (13% more interruptions than avg.)
Imp. Types: National 91%, Local 7%, VOD/OTT 2%
In-network Value: $722,042
Out-of-network Est. Spend: $0.00
*Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands*
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+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.
Imp. 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).
