Top Programs by Search Engagement Rate in 2018
This year-end summary highlights the programs that indexed highest in 2018 on Search Engagement Rate (SER), EDO’s proprietary TV ad effectiveness metric.*

These three 2018 year-end rankers focus on the top performing TV programs across primetime broadcast, primetime cable, and live sports.
BROADCAST AND CABLE TOP 10
While reality and game shows dominate the top 10 lists, a number of dramas also performed very well for advertisers.
This is Us (NBC) and American Horror Story: Apocalypse (FX) proved to be the most engaging scripted programs on TV, driving significantly higher SER for their advertisers than average entertainment programming.
Home Town on HGTV delivered the highest average SER across all regularly-scheduled cable TV programs.
Top 10 Broadcast Programs 2018
** Indexed so that 100 represents the SER Index of the average original broadcast program in 2018.

To be read: Someone who viewed an ad airing during This Is Us on NBC was 46% more likely to search online for the brand/product being advertised in the minutes immediately following the ad airing compared to someone who viewed an ad airing during the typical primetime broadcast program.
Top 10 Cable Programs 2018
** Indexed so that 100 represents the SER Index of the average original broadcast program in 2018.
LIVE SPORTS TOP 10
Consistent with previous years, the Super Bowl was not only the most watched program/event on television in 2018, but it was also the most engaging as measured by SER Index.
The top of this list is dominated by playoff/championship sports programming.
Overall, Monday Night Football was the most engaging live sport among all programs outside of playoff/championship sports programming.
Top 10 Sports Programs 2018
** Indexed so that 100 represents the SER Index of the average live event program in 2018.
* SER measures the effectiveness of a TV ad airing by comparing the relative likelihood that an online action was performed in the minutes immediately following a TV ad airing on a per-person, per-second basis. SER is typically presented as SER Index, whereby SER is indexed to an explicit and relevant benchmark. SER controls for audience size (impressions), as well as ad duration.
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