Daily Brief by PromaxBDA has partnered with B&C and iSpot.tv to bring you a weekly chart we call Promo Mojo, offering data showing the top five TV promos ranked by TV ad impressions. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the 7-day period through Nov. 6
The six-part series Mars, debuting Nov. 14 on National Geographic Channel, took the top spot in our ranking last week after its promo racked up 263.5 million TV ad impressions in just seven days. Now it’s not only first again, but by adding another 364.6 million impressions over the subsequent seven days, it’s far outpaced our second-place finisher, ABC’s 2016 Country Music Awards.
CBS’ Pure Genius repeats on the list, holding steady in third, while at number-four MSNBC offers a promo for itself starring Chris Matthews, and Investigation Discovery’s new series People Magazine Investigates snags fifth place.
1) Mars, National Geographic Channel
Imp. Types: National 77%, Local 17%, VOD/OTT 6%
Avg. View Rate: 82.87%
In-network Value: $2,714,079
Out-of-network Est. Spend: $31,792
2) 2016 CMA Awards, ABC
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
Avg. View Rate: 74.37%
In-network Value: $1,752,950
Out-of-network Est. Spend: $515,631
3) Pure Genius, CBS
Imp. Types: National 67%, Local 27%, VOD/OTT 6%
Avg. View Rate: 83.92%
In-network Value: $1,620,262
Out-of-network Est. Spend: $210,051
4) MSNBC, MSNBC
Imp. Types: National 84%, Local 11%, VOD/OTT 5%
Avg. View Rate: 95.54%
In-network Value: $1,026,183
Out-of-network Est. Spend: $89,488
5) People Magazine Investigates, Investigation Discovery
Imp. Types: National 82%, Local 14%, VOD/OTT 4%
Avg. View Rate: 85.86%
In-network Value: $730,234
Out-of-network Est. Spend: $57,645
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).