John Cassillo

TV ADVERTISING

Super Bowl Ads Show Storytelling Decline

Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot. * Since 2020, Super Bowl ads with a narrative focus (as measured by verbatim responses

TV ADVERTISING

Celebrity Ads Skyrocket During Recent Super Bowls

The Super Bowl has had plenty of big celebrity moments over the years, but lately, the game has seemingly been taken over by celebs. Data from iSpot shows that since 2010, the share of ads featuring celebrities has more than doubled, hitting a high of 78% in 2020, and settling

CREATOR ECONOMY

'Super' Social Audiences: Travis Kelce's Following Grew 309% In Last Year

The so-called "Swift Lift" doesn't just apply to NFL ratings or the Kansas City Chiefs' earned media value, but also tight end Travis Kelce's social media following – as data from CreatorIQ reveals. Kelce's Instagram and TikTok audience has grown by 309%

TV ADVERTISING

Narrative Ads Boost Super Bowl Brands

There's no sure-fire recipe for what makes a winning Super Bowl ad, but there are also plenty of guidelines for what helps Big Game spots succeed. Research from iSpot reveals how storytelling and narrative-focused Super Bowl ads have resonated well with consumers over the last decade. * Since 2014,

Super Bowl

Conference Championship Games Score Even Bigger Audiences For NFL

Two nail-biting conference championship games on Sunday delivered TV audiences for the NFL – and of course, network partners as well. Data from Inscape reveals the league's big day, and how it even managed to top last year's watch-time. * On Sunday, 38.62% of national linear TV

TV ADVERTISING

Data: 72% Of Super Bowl Ads Were 'Funny' Last Year

iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past

SPORTS

Netflix Just Signed YouTube's No. 1 Sports Franchise

Tuesday's news that Netflix would be the new home of WWE's Monday Night Raw starting in 2025 made waves as a major step into the pool of live sports. And it is for Netflix. But the bigger impact may come from the potential audience Netflix is

SPORTS

Taylor Swift's Football Season Social Views Upswing

Taylor Swift certainly doesn't "need" Travis Kelce or the NFL to be any more famous. Yet, her relationship with the standout Kansas City Chiefs tight end does appear to be helping boost YouTube views related to the pop star. Data from Tubular Labs shows how Swift-related

CREATOR ECONOMY

December News Viewership Dips on Social Video

With consumers more focused on the holiday season, many news publications saw decreased U.S. unique viewership across Facebook and YouTube, according to data from Tubular Labs. While not universal across every news outlet – for instance, ABC News (the No. 1 news & politics publication by unique viewers) actually grew

SPORTS

Detroit Lions Social Video Audiences Are Hungry Shoppers

It's been a breakout season for the long-suffering Detroit Lions, who won their first playoff game in 32 years this past Sunday. And along with eating up plenty of videos about their favorite football team, Lions social video audiences have also been busy shopping this season. But for

TV Audience

NFL Playoffs Take Primetime Audience Honors vs. Emmys

Monday's Primetime Emmy Awards were one of entertainment's biggest nights. But despite the event's relative success as a production, it still had the tall task of going up against the NFL Playoffs in primetime – leading to a resounding win for wildcard round action. * Data

SPORTS

Jason Kelce Helps Drive Eagles' Video Popularity

The Los Angeles Chargers' team account generated more YouTube views than any NFL franchise this season. But at the league level, the NFL's own published videos presented a different story. As Tubular Labs data shows: * Of the top 20 YouTube videos published by the NFL this season,

SPORTS

Chargers Score Most NFL YouTube Views

While the Los Angeles Chargers had a rough season on the field, those struggles did not extend to social video. New data from Tubular Labs shows that the Chargers earned more YouTube views than any other team during the NFL's regular season, from Sept. 7, 2023-Jan. 7, 2024,

TV ADVERTISING

TV Tackles 2023's Tests With More Ads

With less scripted programming in 2023 – and no Olympics or Men's World Cup – TV had some adjustments to make in order to maintain its ad reach relative to the year before. In its upcoming TV Transparency Report, iSpot reveals some of the top takeaways from 2023: * TV delivered

TV Audience

College Football Title Game Owns Over 36% Of Monday Primetime Minutes

Monday night's College Football National Championship did not feature the usual names, but the Michigan Wolverines' 34-13 win over the Washington Huskies still delivered – both in terms of excitement (for the first half or so, anyway) and audience interest. * Data from Inscape shows that the game itself

CREATOR ECONOMY

Creators, Get Your New Year's Health Content Uploaded Early

Health and fitness typically take center stage at the beginning of every year, as people set new resolutions and/or try to shed some extra pounds tacked on during the holiday season. For creators trying to get eyeballs on their New Year's health and fitness content, however, Tubular

TV ADVERTISING

Holidays Herald Ad Impressions Bump For Hallmark

Hallmark’s holiday programming is a major boon to the network – and its advertisers this time of year. iSpot data shows how the network’s share of TV ad impressions jumps considerably starting Nov. 1 – versus the rest of the year. * From Jan. 1-Oct. 31, 2023, Hallmark delivered 2.08%

Streaming

Netflix (Sort Of) Embraces More Data Transparency

This week, Netflix released mid-year global viewership data for the first time, and while it made headlines, it also amounted to a lot of nothing. For starters, it's self-reported data. But also, the report leans on hours watched at a global scale – so the results naturally trend toward

CREATOR ECONOMY

Tubular Data: Streaming/Broadcast Audience Overlap Still Relatively Small

As more streaming shows are airing on broadcast TV (and cable), it's natural to wonder how many of those traditional TV viewers are actually tuning in for the first time. It ends up being quite a few, according to new data Tubular Labs shared exclusively with Deadline this

TV Audience

NBA In-Season Tournament Quarterfinals Deliver For TNT

After weeks of group play madness, the NBA In-Season Tournament arrived at its much-anticipated quarterfinal round on Monday and Tuesday night. And despite having just four games – all on TNT – the games still scored a significant share of primetime viewership, according to data from Inscape. * In-Season Tournament games were the

TV ADVERTISING

Streaming Services Hit The Right Holiday Promo Notes

There is no shortage of holiday ads on TV right now, but some spots are landing better than others for audiences. And while many industries are finding success with their respective holiday commercials, responses from iSpot's Creative Assessment Survey shows that some of the most effective ads so

CREATOR ECONOMY

Data: Creators Make The Best TikTok Ads

With more than 1 billion monthly active community members, TikTok has become a driving force of digital culture and an integral platform for advertisers. But with no shortage of engaging content, how can advertisers stand out on the platform? A recent report from TikTok and creator marketing platform CreatorIQ found

CREATOR ECONOMY

The Most-Watched YouTube Video This Week Was From Cheez-It

YouTube's most-viewed video of the last week isn't a viral moment, creator short or a sports highlight. It's... an ad from Cheez-It, as data from Tubular Labs reveals. * "What Have You Done?" – an ad for Cheez-It Snap'd – tallied 257 million

TV ADVERTISING

Wireless Brands Go Heavy On Holiday Ads

TV was full of holiday ads from Thanksgiving through Cyber Monday, as brands looked to capitalize on the early days of the shopping season. Data from iSpot looked at the top brands by share of holiday-related ad est. national TV spend from Nov. 23-27. Of note: * Wireless advertisers spent big,

SPORTS

Football Cooks Up TV Ad Reach

iSpot's midseason NFL ad report highlights how the league keeps growing – despite already being a behemoth on TV already – as an audience reach vehicle. And how various industries, and especially restaurant brands, are cashing in. * Casual dining brands like Chili's and Applebee's are leaning