Trial-and-error

Promo Mojo: Crime Rules as NBC's 'Trial and Error' Racks Up More Than 170 Million Impressions

by Brief Staff  |  03.15.2017

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 March 12.

On the strength of 170.5 million TV ad impressions for promos leading up to its series premiere last night, NBC’s Trial & Error is tops. “John Lithgow talks about his new comedy,” an announcer enthuses in one promo, setting up the star’s explanation of the show’s darkly funny take on “real-life crime documentaries.”

Crime also factors into two promos for ABC shows, Designated Survivor in fourth and The Catch in fifth, plus an OWN promo for Oprah Winfrey’s Greenleaf in the third position. The one crime-free reprieve in the batch: Nickelodeon’s plug for the 2017 Kids’ Choice Awards in the number-two spot.

1) Trial & Error, NBC

Trial & Error, NBC
Impressions: 170,545,364
Imp. Types: National 84%, Local 12%, VOD/OTT 4%
Avg. View Rate: 89.75%
In-network Value: $3,426,516
Out-of-network Est. Spend: $305,059

2) 2017 Kids’ Choice Awards, Nickelodeon

2017 Kids' Choice Awards, Nickelodeon
Impressions: 168,489,026
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
Avg. View Rate: 86.02%
In-network Value: $3,483,961
Out-of-network Est. Spend: $342,988

3) Greenleaf, OWN Network

Greenleaf, OWN Network
Impressions: 147,178,849
Imp. Types: National 89%, Local 8%, VOD/OTT 3%
Avg. View Rate: 86.73%
In-network Value: $818,345
Out-of-network Est. Spend: $542,802

4) Designated Survivor, ABC

Designated Survivor, ABC
Impressions: 122,605,216
Imp. Types: National 86%, Local 10%, VOD/OTT 4%
Avg. View Rate: 63.02%
In-network Value: $1,913,107
Out-of-network Est. Spend: $448,828

5) The Catch, ABC

The Catch, ABC
Impressions: 109,995,706
Imp. Types: National 84%, Local 14%, VOD/OTT 2%
Avg. View Rate: 84.52%
In-network Value: $1,847,492
Out-of-network Est. Spend: $363,879

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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