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 February 6.
NBC commercials promoting the 2022 Beijing Winter Olympics top the chart (the example shown here focuses on star athletes including figure skater Nathan Chen and short track speed skater Maame Biney) — the fourth week in a row at No. 1 for the Winter Games.
Among traditional broadcasters, NBC is joined by CBS, which promotes the third season of Celebrity Big Brother in third place. But the rest of the top five is rounded out by cable networks: Hallmark Channel, which gives some love to The Wedding Veil trilogy of romantic movies in second place; Hallmark Movies & Mysteries, which promotes new mystery movie Cut, Color, Murder in fourth place; and Food Network, which hypes Guy’s Chance of a Lifetime, a new reality competition from Guy Fieri.
Notably, the The Wedding Veil spot has the 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) 2022 Beijing Winter Olympics, NBC
Impressions: 645,536,383
Interruption Rate: 2.57%
Attention Index: 96 (4% more interruptions than avg.)
Imp. Types: National 93%, Local 6%, VOD/OTT 1%
In-network Value: $9,115,266
Out-of-network Est. Spend: $1,071,718
2) The Wedding Veil, Hallmark Channel
Impressions: 264,905,542
Interruption Rate: 4.17%
Attention Index: 128 (28% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $1,400,606
Out-of-network Est. Spend: $0.00
3) Celebrity Big Brother, CBS
Impressions: 198,165,607
Interruption Rate: 1.17%
Attention Index: 126 (26% fewer interruptions than avg.)
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
In-network Value: $996,286
Out-of-network Est. Spend: $0.00
4) Cut, Color, Murder, Hallmark Movies & Mysteries
Impressions: 182,244,106
Interruption Rate: 2.89%
Attention Index: 110 (10% fewer interruptions than avg.)
Imp. Types: National 100%, Local 0%, VOD/OTT 0%
In-network Value: $885,727
Out-of-network Est. Spend: $0.00
5) Guy's Chance of a Lifetime, Food Network
Impressions: 180,107,112
Interruption Rate: 1.49%
Attention Index: 103 (3% fewer interruptions than avg.)
Imp. Types: National 99%, Local 0%, VOD/OTT 1%
In-network Value: $762,041
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).
