SPORTS

A collection of 242 posts

SPORTS

Super Bowl Rookies: OpenAI, Duracell Among 17 First-Time Advertisers

For as much as Super Bowl commercials are usually full of recurring brands advertising the big game, each year features a good collection of newcomers as well. * Thus far, iSpot has tracked 17 first-time Super Bowl advertisers for 2025, which is just one short of last year's mark

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Movie Releases Take The Field (And Center Stage) During the Super Bowl

Movie promos in the Big Game could actually make audiences get off their sofas, hit the theaters and help drive box office success, according to a study by consumer research company MarketCast.

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Humor Wins Over Corp. Responsibility for Recent Super Bowl Ads

The NFL in particular has used Big Game spots in years past to shine a spotlight on issues like bullying and mental health.

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Veteran Super Bowl Advertisers Have Slight Edge Over Rookies

Super Bowl LIX will feature multiple brands making their Big Game debut, including Duracell, Häagen-Dazs, Instacart, MSC Cruises, Liquid Death, Hims & Hers and more. And while there’s no denying the massive audience the game will deliver to all the brands, data from iSpot suggests the newcomers may have

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Will Nostalgia Score A Touchdown During Super Bowl LIX?

Both Hellmann’s and Booking.com are getting viewers to reminisce, bringing back a beloved rom-com duo and puppets, respectively.

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Lapsed Super Bowl Advertisers Make Return

Nike, Little Caesars, GoDaddy and Jeep are all set to make their Super Bowl comebacks for LIX.

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Tech Brands Focus on AI for Super Bowl

This year, Google, Meta, GoDaddy and Salesforce will all tout AI tools during the game — and The Wall Street Journal has reported that OpenAI plans to make its Super Bowl debut this year as well.

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Will Hellmann's "When Harry Met Best Foods" Bring Sexy Back?

“When Sally Met Best Foods” reunites Meg Ryan, Billy Crystal and that table at Katz’s Deli. But how has the ad performed so far?

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The 'Delivery Bowl': Staying On The Couch For SB LIX

Food delivery services are upping the ante in Super Bowl LIX, with Uber Eats and DoorDash each vying to captivate millions of viewers with high profile campaigns.

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Pharma Bowl?

Only four pharma ads have aired over the past 10 years. Here's a look at how they did.

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Super Bowl LIX Is The 'Buy-Now' Bowl

While the Super Bowl was once a haven for longer-term purchase decisions (automakers, insurance) and brand awareness, the name of the game has recently pivoted toward near-term purchases, as an iSpot analysis highlights.

Super Bowl

Kendrick Lamar, Taylor Swift Video Audience Overlaps By Just 8%

With Kendrick Lamar headlining the halftime show and Taylor Swift cheering on the Kansas City Chiefs, the game brings together two fan bases with limited overlap – creating a real opportunity for the NFL, as Tubular Labs data highlights.

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What’s The Secret To Successful Super Bowl Ads On TV? Mobile Phones.

The recently released Consumer Insights report from AI-powered performance marketing platform Wunderkind highlights how consumers prefer to engage with mobile devices.

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Humor Is Only Option for Recent Super Bowl Advertisers

Brand recognition (the percent of survey respondents that accurately identified a brand unaided after watching an ad) is higher for Super Bowl ads that employ humor than those that don’t.

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Brands Are Leveraging Creator Work For Super Bowl Social Promos

Doritos, Tubi are leading in social promos ahead of the Super Bowl, according to Tubular Labs data.

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Cool Intentions: What Consumers Are Looking Forward To In Super Bowl LIX

It should come as no surprise considering the vast amount of brand equity, loyalty and sheer passion  the NFL and the Super Bowl in particular have generated around fans – and brands! – since the first big game in 1967.

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Data: Travel Brands Book Ticket For Big Game

Travel advertising has historically been hot-and-cold during the Super Bowl, but the industry already has two spots locked in this year between Booking.com and MSC Cruises (there could be more still yet to be announced, too).

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Are QSR Brands Staging Super Bowl Comeback?

Back in 2010, iSpot data showed that 11% of Super Bowl ad minutes were dedicated to restaurant – primarily QSR – brands.

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Survey: NFL Politicization Has Declined Since 2019

The NFL's perceived "politicization" has decreased over the last five years – at least according to an annual iSpot consumer survey around the Super Bowl.

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Super Bowl Ads Aren’t As Likable As They Once Were

Data from consumer research company MarketCast suggests that Super Bowl ads aren’t nearly as likable as they used to be: Peak Big Game ad “likeability” over the last 12 years was highest before 2015.

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Characters Win Over Visuals During Super Bowl

The competition during the Super Bowl isn’t just on-field — with such a massive audience, it’s a battle of the brands to stand out during the commercial breaks.

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Same Game. Different Audiences. Measuring Super Bowl Impact Across Generations

Different demographics respond to Super Bowl promotions in varied ways, influenced by their preferences for communication channels and types of offers.

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Shorter Super Bowl Ads Grow As Minute-Long Spots Dip

While Super Bowl brand ad minutes are on the upswing, the average length of a Big Game ad has been decreasing over the last few years, according to iSpot data.

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EV Decrease Comes To Super Bowl Sunday

Automakers seem to be hitting the breaks on electric vehicle TV advertising — and that includes during the Super Bowl — per iSpot data.

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Total Advertisers Balloon During Super Bowl

Since 2010, the number of brands advertising nationally during the Super Bowl has jumped nearly 57%, according to data from iSpot.