The Measure Newsletter

Live From –TikTok – It's Saturday Night

This week's newsletter is sponsored by: This Week On The Measure:  * SNL 50’s Social Video Success * Dramas Win With TV Viewers * Taking Bites Out Of Ad Breakthrough * Pfizer Knocks Out Super Ad Likeability * Does Apple TV+ Need More Variation? * This Week’s Free Report: iSpot’s Super

CREATOR ECONOMY

South Korean Shorts Creator Tops Global YouTube Charts

YouTube may be pushing (successfully) to be seen as more traditional TV, but much of the platform’s top content remains rooted – first and foremost – in user-generated content.  According to Tubular Labs, YouTube’s top global creator by unique YouTube viewers is KIMPRO – a South Korean Shorts creator with 605.

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TV ADVERTISING

Chick-fil-A Takes Biggest Bite of QSR Streaming TV Ad SOV

CREATOR ECONOMY

SNL50's Social Video Success Sets Sights On A Billion Views

Saturday Night Live's big 50th anniversary weekend extravaganza has already been a welcome shot in the arm for the long-running NBC comedy show. Data from Tubular Labs reveals that in the last seven days (Feb. 12-18), SNL-related videos have generated nearly 400 million views on TikTok alone. * Other

Mobile

More Than Two-Thirds Of Pageviews Came From Mobile Devices In Q4

Publishers and website owners of all sorts have been optimizing for mobile for years, but pageviews data from Chartbeat shows that in many regions around the world, mobile should be the starting point – with desktop being the extension. * Chartbeat data shows that in Q4 2024, at least 67% of pageviews

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TV Audience

Data: These Viewer Segments Are Really into TV Dramas

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Super Bowl

Tom Cruise’s Super Bowl Presence Was the Color of Money

SNL

SNL Special Spurs Surge In Murder Searches On Google

Saturday Night Live's 50th Anniversary event over the weekend was a vibrant and star-studded celebration of the show's long history as a U.S. entertainment institution. And even with the celebratory nature of it all, actor Steve Martin's monologue to start the show seemed

Super Bowl

Rocket Records Consumer Intent Win Among Super Bowl Spots

With 2025's "Buy-Now Bowl" promoting immediate action for consumers to purchase goods/services after seeing Super Bowl ads, you could argue that purchase and visit intent has never been more important for advertisers. iSpot's annual Super Bowl TV transparency report showcases some of the

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SPORTS

Super Bowl Blowout Highlights Importance Of Exact-Ad Measurement

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Super Bowl

MarketCast: Most Likable Super Bowl Ads Were Celeb-Free

The Measure Newsletter

Social Super Bowl

This week's newsletter is sponsored by: This Week On The Measure:  * Social Video's 'Super' Success * Mission Impossible’s High-Volume Pre-Game * TSwift A Super Motivator For 25-to-34s * Jeep Sees Success With Ford * This Week’s Free Report: The Measure & MX8 Labs’ 2024 Streaming Platform

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Insights for the Funniest Super Bowl LIX Ads

Streaming

Streaming Knows Drama: A Picture Of Genre Overload

The following is a selection from Brandon Katz of Parrot Analytics. For all of those still mad about The Bear being considered a "comedy," perhaps a look at the streaming landscape informs why that's their (and others') best awards path forward. Data from Parrot Analytics

SPORTS

39% of 25-34 Year Olds Said Taylor Swift Influenced Super Bowl Interest

Aside from the game itself and the commercials, there’s another factor that may have had viewers tuning into the Super Bowl this year: Taylor Swift. Although her beau Travis Kelce and his Chiefs were defeated by the Eagles, Swifties were no doubt eagerly watching for shots of her in

SPORTS

ULTA Takes TikTok Title For Super Bowl

TikTok's social footprint was alive and well during the Super Bowl this year, as data from Tubular Labs' reveals. On Feb. 9, U.S. TikTok videos about the Super Bowl generated 600 million views, with nearly 42% of those coming from individual creators * U.S. brand pages

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SPORTS

Stellantis Takes Divergent Approaches With Super Bowl Ads

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SPORTS

Insights for Pharma Super Bowl Ads

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SPORTS

Doritos, Bud Light Lead Super Bowl Ads for Brand Recognition

CREATOR ECONOMY

Data: Social Video's 'Super' Success For Big Game

Brands and creators alike flocked to TikTok on Super Bowl Sunday, as Tubular Labs data shows that U.S. videos earned over 600 million Super Bowl-related views on game day alone. Diving in deeper on the platform's Super Bowl results: * U.S. TikTok videos related to the Super

SPORTS

From Pharma To Beer: The Top 5 2025 Super Bowl Ads

The Super Bowl may be over but brands are still basking in the glory of their successful campaigns. Using iSpot data, we break down the top 5 Super Bowl ads from the game.

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SPORTS

Jeep Sees Success With Narrative Approach for Super Bowl LIX

SPORTS

The Super Bowl Ads That Ignited The Most Immediate Social Engagement

The best Super Bowl ads have a way of not only driving consumer interest or watercooler chat, but stirring up conversation in the web-o-sphere in order to create that closed marketing loop that helps sell products, box office ticket sales or increase brand visibility.

SPORTS

Super Bowl Ads With Women Score As More Effective With Men?

Male viewers consistently rated ads featuring women higher than female viewers, while female voiceovers and closing female dialogue saw strong effectiveness scores across all demographics.

SPORTS

Alix Earle Creating Super Bowl 'Pop' for Carl’s Jr., Poppi

Creators have become a growing part of the Super Bowl over the years, from sponsored posts and creative consulting, all the way to the big game themselves, where they've been featured in various ads (perhaps most famously, MrBeast appeared in the NFL's spot a couple years