B&C has partnered with attention analytics company 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 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 our No. 1 spot, moving up from fifth place during the last frame. It’s the only repeat-appearance promo campaign in our top 5.
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).
Who's Spending What Where: February 20, 2017
1) The Detour, TBS
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
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
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
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
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).