Casey-anthony

Promo Mojo: Casey Anthony is Back in Spotlight with ID's 'An American Murder Mystery'

by Brief Staff  |  04.12.2017

Daily Brief by PromaxBDA has partnered with B&C and attention analytics company iSpot.tv on the weekly Promo Mojo chart, 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 seven-day period through April 9.

On the strength of 210.8 million TV ad impressions for promos leading up to its Sunday premiere, Investigation Discovery’s three-part special Casey Anthony: An American Murder Mystery is number one. The tense promos promise “the untold story” about “a tragic case.”

FX’s Fargo is behind it (151.9 TV ad impressions) at number two—the biggest promo blitz for a returning series (season 3, April 19). And the rest of our ranking is also filled out by cable shows—Cooper's Treasure (Investigation Discovery), Flip or Flop Vegas (HGTV) and Better Call Saul (AMC)—crowding broadcast nets out of the top five.

1) Casey Anthony: An American Murder Mystery, Investigation Discovery

Impressions: 210,833,688

Imp. Types: National 81%, Local 16%, VOD/OTT 3%

Avg. View Rate: 91.85%

In-network Value: $958,407

Out-of-network Est. Spend: $477,700

2) Fargo, FX Network

Impressions: 151,945,396

Imp. Types: National 91%, Local 5%, VOD/OTT 4%

Avg. View Rate: 96.59%

In-network Value: $2,152,019

Out-of-network Est. Spend: $439,617

3) Cooper's Treasure, Discovery Channel

Impressions: 134,556,480

Imp. Types: National 97%, Local 2%, VOD/OTT 1%

Avg. View Rate: 95.31%

In-network Value: $1,798,400

Out-of-network Est. Spend: $0

4) Flip or Flop Vegas, HGTV

Impressions: 103,630,633

Imp. Types: National 98%, Local 1%, VOD/OTT 1%

Avg. View Rate: 88.52%

In-network Value: $1,121,247

Out-of-network Est. Spend: $0

5) Better Call Saul, AMC

Better Call Saul

Impressions: 101,717,715

Imp. Types: National 90%, Local 6%, VOD/OTT 4%

Avg. View Rate: 90.37%

In-network Value: $894,342

Out-of-network Est. Spend: $1,495,322

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).

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