B&C has partnered with iSpot.tv to bring you a weekly chart we call Promo Mojo: Exclusive 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 (our data covers the 7-day period through Nov. 6).
The six-part series Mars (debuting Nov. 14 on National Geographic) took the No. 1 spot in our ranking last time after its promo racked up 263.5 million TV ad impressions in just seven days. Now it’s not only No. 1 again, but by adding another 364.6 million impressions over the subsequent seven days, it’s far outpaced our No. 2 finisher, the 2016 Country Music Awards (ABC).
Pure Genius (CBS) repeats, holding steady at No. 3, while at No. 4 MSNBC offers a promo for itself (starring Chris Matthews), and new series People Magazine Investigates (Investigation Discovery) snags fifth place.
1) Mars, National Geographic Channel
Imp. Types: National 77%, Local 17%, VOD/OTT 6%
Avg. View Rate: 82.87%
In-network Value: $2,714,079
Out-of-network Est. Spend: $31,792
2) 2016 CMA Awards, ABC
Imp. Types: National 85%, Local 13%, VOD/OTT 2%
Avg. View Rate: 74.37%
In-network Value: $1,752,950
Out-of-network Est. Spend: $515,631
3) Pure Genius, CBS
Imp. Types: National 67%, Local 27%, VOD/OTT 6%
Avg. View Rate: 83.92%
In-network Value: $1,620,262
Out-of-network Est. Spend: $210,051
4) MSNBC, MSNBC
Imp. Types: National 84%, Local 11%, VOD/OTT 5%
Avg. View Rate: 95.54%
In-network Value: $1,026,183
Out-of-network Est. Spend: $89,488
5) People Magazine Investigates, Investigation Discovery
Imp. Types: National 82%, Local 14%, VOD/OTT 4%
Avg. View Rate: 85.86%
In-network Value: $730,234
Out-of-network Est. Spend: $57,645
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).