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‘The Walking Dead’ Promos Rack Up 156.4 Million TV Ad Impressions in One Week - Broadcasting & Cable

‘The Walking Dead’ Promos Rack Up 156.4 Million TV Ad Impressions in One Week

And more from Promo Mojo, our exclusive weekly ranking of the shows networks are promoting most heavily
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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. 12).

On the strength of 156.4 million TV ad impressions for its promos leading up to its mid-season return on Sunday, AMC’s The Walking Dead takes our No. 1 spot. It’s a measure of how important the franchise continues to be for AMC that its promo volume far outpaced even CBS’s blitz for the Grammys, at No. 2 with 97.1 million TV ad impressions leading up to Sunday night’s telecast.

Cable shows dominate the rest our ranking, with The Detour (TBS) slipping to No. 5 (it was in fourth place last week), and Animal Nation (Animal Planet) and LongLost Family (TLC) entering at No. 3 and No. 4, respectively.

1) The Walking Dead, AMC

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Impressions: 156,374,598

Imp. Types: National 95%, Local 4%, VOD/OTT 1%

Avg. View Rate: 79.75%

In-network Value: $1,799,302

Out-of-network Est. Spend: $1,438,348

2) 2017 Grammys, CBS

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Impressions: 97,132,744

Imp. Types: National 91%, Local 7%, VOD/OTT 2%

Avg. View Rate: 92.82%

In-network Value: $3,234,398

Out-of-network Est. Spend: $226,675

3) Animal Nation, Animal Planet

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Impressions: 90,509,046

Imp. Types: National 88%, Local 9%, VOD/OTT 3%

Avg. View Rate: 78.45%

In-network Value: $667,921

Out-of-network Est. Spend: $761,880

4) Long Lost Family, TLC Channel

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Impressions: 84,162,249

Imp. Types: National 91%, Local 7%, VOD/OTT 2%

Avg. View Rate: 66.04%

In-network Value: $851,300

Out-of-network Est. Spend: $262,115

5) The Detour, TBS

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Impressions: 77,776,741

Imp. Types: National 96%, Local 2%, VOD/OTT 2%

Avg. View Rate: 86.34%

In-network Value: $1,880,576

Out-of-network Est. Spend: $61,167

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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