By Eleanor Semeraro @ Broadcasting & Cable
According to iSpot, which has attention and conversion data from more than seven million smart TVs, so far 64 brands have spent an estimated $8.1 million running 109 spots 161 times during The Gifted. Mobile device companies as a category are leading in spend, followed by automakers, with Verizon and Lincoln topping the list of individual brands that have shelled out the most. But interestingly—and perhaps fittingly—the single commercial with the highest estimated spend is a trailer for Blade Runner 2049 from Warner Bros.
When it comes to viewer attention to ads during The Gifted, GEICO is leading according to the iSpot Attention Index, with 77% fewer interruptions during its commercials (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
B&C worked with Inscape.tv, the TV data company with glass-level information from 7 million smart TV screens and devices, to reveal live-viewership trends during the first three episodes.
The show may also be benefiting from a lead-in audience watching Lucifer, which then, already primed for a fantasy/comic-book-esque story, sticks around for The Gifted. Notably, each week after The Gifted concludes, a subset of the audience switches over to ABC to catch its new show The Good Doctor—a drama about a young doctor with, yes, special abilities.
There have been 16,006 Emotional Reactions (ERs) on social media to episodes of The Gifted so far, according to Canvs, the emotion measurement company. Love has been the most prominent emotion, appearing in 29.9% of all ERs about the show. Many fans have also been expressing excitement (18.2%) and enjoyment (16.%), while some have been talking about how crazy the show is (5.6%).