Fargo-season-3-stussy

Promo Mojo: FX's 'Fargo' Is Ready for Its Close-Up

by Brief Staff  |  04.19.2017

Daily Brief by PromaxBDA has partnered with B&C and attention analytics company iSpot.tv on 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 16.

On the strength of nearly a quarter-billion TV ad impressions for promos leading up to its April 19 season-three premiere, FX’s Fargo moves up from second place to assume the overall lead.

For the second week in a row, cable shows sweep our top five, with HGTV's Flip or Flop Vegas and Investigation Discovery's Cooper's Treasure returning from last week. The two are now joined by “global event series” Genius—which you may recall National Geographic hyped with a Super Bowl ad—and This Is Life Live, which TLC is promoting as “eight life-changing stories in four nights.”

1) Fargo, FX Network

Fargo, FX Network

Impressions: 245,691,445

Imp. Types: National 88%, Local 10%, VOD/OTT 2%

Avg. View Rate: 94.72%

In-network Value: $2,977,915

Out-of-network Est. Spend: $611,848

2) Cooper's Treasure, Discovery Channel

Cooper's Treasure, Discovery Channel

Impressions: 156,796,328

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

Avg. View Rate: 92.34%

In-network Value: $1,798,206

Out-of-network Est. Spend: $0

3) Genius, National Geographic

Genius, National Geographic

Impressions: 145,933,120

Imp. Types: National 94%, Local 4%, VOD/OTT 2%

Avg. View Rate: 90.36%

In-network Value: $1,928,645

Out-of-network Est. Spend: $720,173

4) Flip or Flop Vegas, HGTV

Flip or Flop Vegas, HGTV

Impressions: 101,079,326

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

Avg. View Rate: 89.82%

In-network Value: $1,068,579

Out-of-network Est. Spend: $0

5) This Is Life Live, TLC Channel

This Is Life Live, TLC Channel

Impressions: 91,762,567

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

Avg. View Rate: 89.75%

In-network Value: $722,285

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).

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