Promo-mojo-tbs-the-detour

Promo Mojo: TBS' 'The Detour' Leads Week With 113 Million Impressions

by Brief Staff  |  02.22.2017

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 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 seven-day period through Feb. 19.

On the strength of 113.2 million TV ad impressions for its promos leading up to its second-season premiere yesterday, TBS’s The Detour takes the top spot, moving up from fifth place last week. It’s the only repeat-appearance promo campaign in our top five.

Meanwhile, ABC hypes the upcoming Jimmy Kimmel-hosted Oscars telecast (No. 4), while CBS plugs The Good Fight (No. 2). And A&E serves up a creepy promo for the final season of Bates Motel (No. 5), while CNN gets serious about laughter in its new series The History of Comedy (No 3).

1) The Detour, TBS

The Detour, TBS
Impressions: 113,160,973
Imp. Types: National 95%, Local 3%, VOD/OTT 2%
Avg. View Rate: 83.03%
In-network Value: $3,027,823
Out-of-network Est. Spend: $427,490

2) The Good Fight, CBS

The Good Fight, CBS
Impressions: 100,508,605
Imp. Types: National 89%, Local 9%, VOD/OTT 2%
Avg. View Rate: 89.55%
In-network Value: $2,177,881
Out-of-network Est. Spend: $788,408

3) The History of Comedy, CNN

The History of Comedy, CNN
Impressions: 100,045,867
Imp. Types: National 96%, Local 3%, VOD/OTT 1%
Avg. View Rate: 87.12%
In-network Value: $778,882
Out-of-network Est. Spend: $228,740

4) 2017 Oscars, ABC

2017 Oscars, ABC
Impressions: 81,499,701
Imp. Types: National 79%, Local 18%, VOD/OTT 3%
Avg. View Rate: 86.81%
In-network Value: $2,236,043
Out-of-network Est. Spend: $147,562

5) Bates Motel, A&E

Bates Motel, A&E
Impressions: 77,739,378
Imp. Types: National 94%, Local 4%, VOD/OTT 2%
Avg. View Rate: 94.25%
In-network Value: $957,818
Out-of-network Est. Spend: $374,954

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).

← Back

New from Daily Brief

HOT SPOT: IFC Raps
With help from creative agency Dutch Toast, IFC showcases its favorite rappers-turned-actors in all-day marathon.
Life Moves on Without Rayna James on CMT’s ‘Nashville’
Connie Britton may be gone, but all the drama is not.
First Look at Epix’s ‘Get Shorty’
Dark comedy is reimagined with Chris O’Dowd and Ray Romano.
Viceland’s Guy Slattery on Marketing to Millennials
Co-president and GM explains channel’s strategy of hyper-real original content and authentic marketing.
HBO Renews 'Veep,' 'Silicon Valley'
Sunday night comedies will head into seasons seven and five, respectively, and return in 2018.
Freeform Names Tricia Melton Senior VP Marketing, Creative and Brand
Melton will spearhead creative vision and strategic execution of all marketing across linear and digital platforms.
Jun 5
The Conference 2017
Jun 8
PromaxBDA Promotion, Marketing and Design North America Awards 2017
Jun 8
PromaxBDA Promotion, Marketing and Design Global Excellence Awards 2017
Jun 19
Station Summit 2017
Jun 22
The PromaxBDA Awards at Station Summit
FG|PG Advertisement Power Your Career Advertisement