Promo Mojo: Discovery's 'Gold Rush' Strikes It Rich 10.18.2017 With most fall broadcast premieres behind us, cable returned to the top of the Promo Mojo chart, led by the eighth-season debut of Discovery's Gold Rush. RELATED: It's a 'Mad Max'-Style Rush for Gold Gold Rush displaces last week's number one, Fox's The Gifted, which shifts to fifth place. Promos for the reality show about gold miners racked up 221.9 million TV ad impressions, outpacing the number-two show, TNT's Good Behavior, which kicked off its second season on Sunday. Notably, Good Behavior promos have the highest ispot Attention Index (116) in our ranking, getting 16% fewer interruptions than the average promo. Interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. Kevin (Probably) Saves the World, ABC's fantasy comedy-drama starring Jason Ritter, holds steady at number three, while National Geographic's The Long Road Home, based on the Martha Raddatz best-seller about the war in Iraq, debuts on the chart at number four. Nat Geo's "global miniseries event" kicks off on Nov. 7 and helps tilt the top five toward cable shows after several weeks in which fall premieres from broadcast networks dominated.
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 Oct. 15. 1) Gold Rush, Discovery Channel Impressions: 221,889,166 Attention Score: 89.04 Attention Index: 81 (19% more interruptions than avg.) Imp. Types: National 94%, Local 5%, VOD/OTT 1% In-network Value: $1,631,586 Out-of-network Est. Spend: $481,556 2) Good Behavior, TNT Impressions: 154,916,027 Attention Score: 92.51 Attention Index: 116 (16% fewer interruptions than avg.) Imp. Types: National 95%, Local 4%, VOD/OTT 1% In-network Value: $3,630,571 Out-of-network Est. Spend: $64,496
3) Kevin Probably Saves the World, ABC Impressions: 153,211,110 Attention Score: 90.58 Attention Index: 94 (6% more interruptions than avg.) Imp. Types: National 79%, Local 17%, VOD/OTT 4% In-network Value: $1,654,311 Out-of-network Est. Spend: $483,391 4) The Long Road Home, National Geographic Impressions: 143,519,080 Attention Score: 91.90 Attention Index: 109 (9% fewer interruptions than avg.) Imp. Types: National 86%, Local 13%, VOD/OTT 1% In-network Value: $3,055,067 Out-of-network Est. Spend: $74,745
5) The Gifted, FOX Impressions: 140,054,769 Attention Score: 89.06 Attention Index: 81 (19% more interruptions than avg.) Imp. Types: National 72%, Local 25%, VOD/OTT 3% In-network Value: $1,886,095 Out-of-network Est. Spend: $242,672 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).