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 Oct. 30.
National Geographic has been heavily promoting its new original series, Mars, and this week it moved from fifth place to first with more than a quarter-billion impressions as its Nov. 14 launch date nears.
The only other repeat on this week’s chart is CBS’ Pure Genius, which moves up to second place with 218 impressions.
The rest of the list is all about sports and event television, courtesy of NFL Network, ABC and Fox.
1) Mars, National Geographic Channel
Imp. Types: National 77%, Local 17%, VOD/OTT 6%
Avg. View Rate: 86.07%
In-network Value: $998,140
Out-of-network Est. Spend: $0
2) Pure Genius, CBS
Imp. Types: National 76%, Local 19%, VOD/OTT 5%
Avg. View Rate: 88.56%
In-network Value: $2,261,315
Out-of-network Est. Spend: $329,988
3) Thursday Night Football, NFL Network
Imp. Types: National 77%, Local 20%, VOD/OTT 3%
Avg. View Rate: 60.25%
In-network Value: $2,252,717
Out-of-network Est. Spend: $2,359,427
4) 2016 CMA Awards, ABC
Imp. Types: National 73%, Local 23%, VOD/OTT 4%
Avg. View Rate: 88.37%
In-network Value: $2,788,756
Out-of-network Est. Spend: $149,762
5) 2016 World Series, FOX
Imp. Types: National 61%, Local 38%, VOD/OTT 1%
Avg. View Rate: 93.07%
In-network Value: $1,031,614
Out-of-network Est. Spend: $0
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).