Promo Mojo: NBC Closes Out Olympics by Leading for 5th Straight Week 02.28.2018 For a record fifth week in a row, NBC grabs the top spot on the Promo Mojo chart with its promos for the 2018 PyeongChang Winter Olympics, which racked up over 266 million TV ad impressions (down from 473 million in the previous seven-day period). Not far behind with 261 million impressions: USA Network's Unsolved, a "limited-series event" about the murders of Tupac and Biggie Smalls, and AMC's The Walking Dead, with 259 million. NBC pretty much owned our previous ranking, not only with the Winter Olympics topping the chart but by grabbing three more spots for shows it promoted heavily during the Games. One of those shows, Good Girls, which premiered Monday, Feb. 26, returns this week at number four. Closing things out at number five: Discovery's cross-series promotion for Motor Mega Week, which premiered on Monday and scores the highest ispot Attention Index (147) in our ranking, getting 47% fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV). Daily Brief by PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics company ispot.tv on weekly chart Promo
Mojo, offering data revealing 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. 25. 1) 2018 PyeongChang Winter Olympics, NBC Impressions: 266,552,460 Attention Score: 84.53 Attention Index: 50 (50% more interruptions than avg.) Imp. Types: National 93%, Local 5%, VOD/OTT 2% In-network Value: $16,573,082 Out-of-network Est. Spend: $56,164 2) Unsolved, USA Network Impressions: 261,442,414 Attention Score: 93.45 Attention Index: 115 (15% fewer interruptions than avg.) Imp. Types: National 96%, Local 2%, VOD/OTT 2% In-network Value: $4,612,647 Out-of-network Est. Spend: $368,905
3) The Walking Dead, AMC Impressions: 259,310,629 Attention Score: 94.77 Attention Index: 133 (33% fewer interruptions than avg.) Imp. Types: National 97%, Local 2%, VOD/OTT 1% In-network Value: $2,078,207 Out-of-network Est. Spend: $1,726,628 4) Good Girls, NBC Impressions: 255,315,315 Attention Score: 90.96 Attention Index: 86 (14% more interruptions than avg.) Imp. Types: National 95%, Local 3%, VOD/OTT 2% In-network Value: $3,549,126 Out-of-network Est. Spend: $1,121,806
5) Motor Mega Week, Discovery Channel Impressions: 241,397,754 Attention Score: 95.92 Attention Index: 147 (47% fewer interruptions than avg.) Imp. Types: National 98%, Local 1%, VOD/OTT 1% In-network Value: $1,404,374 Out-of-network Est. Spend: $241,135 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. Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average. Imp. Types - Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details. 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. 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).