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 week’s 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. 13.
Miniseries Mars, which debuted Monday on National Geographic Channel, sets an impressive Promo Mojo record: It’s the first to vault past a billion TV ad impressions in one week. That’s more than good enough to put Mars at the top of our chart for the third week running.
RELATED: Prequel Film Highlights Epic Marketing Campaign for Nat Geo’s ‘Mars’
Though our ranking is usually divided between broadcast and cable nets, this week cable shows rule, with TNT’s Good Behavior, starring Downton Abbey‘s Michelle Dockery and premiering Nov. 15; CNN’s Anthony Bourdain: Parts Unknown; USA’s Shooter and TBS’ Search Party rounding out our top 5. It’s worth noting, though, that the promos for those four shows combined fall about 350 million TV ad impressions short of what Mars racked up on it own.
1) Mars, National Geographic Channel
Imp. Types: National 80%, Local 17%, VOD/OTT 3%
Avg. View Rate: 75.03%
In-network Value: $5,579,477
Out-of-network Est. Spend: $877,821
2) Good Behavior, TNT
Imp. Types: National 79%, Local 14%, VOD/OTT 7%
Avg. View Rate: 89.62%
In-network Value: $2,567,915
Out-of-network Est. Spend: $372,897
3) Anthony Bourdain: Parts Unknown, CNN
Imp. Types: National 92%, Local 6%, VOD/OTT 2%
Avg. View Rate: 93.60%
In-network Value: $219,086
Out-of-network Est. Spend: $65,126
4) Shooter, USA Network
Imp. Types: National 90%, Local 5%, VOD/OTT 5%
Avg. View Rate: 94.20%
In-network Value: $2,096,946
Out-of-network Est. Spend: $143,751
5) Search Party, TBS
Imp. Types: National 91%, Local 5%, VOD/OTT 4%
Avg. View Rate: 96.71%
In-network Value: $1,160,809
Out-of-network Est. Spend: $68,628
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).