Super Bowl

A collection of 27 posts

TV ADVERTISING

Assessing The Streaming Promo Horse Race On Linear TV

The streaming service landscape continues to shift, and national linear TV promos have moved along with those changes. Data from iSpot reveals quarterly national TV promo media value since the start of Q1 2023, with several points sticking out: * As first reported by Marketing Brew, Apple TV+ is spending less

CREATOR ECONOMY

Paramount+ Leads Streamers for February Growth in Earned Media Value

Paramount+ netted $29 million in Earned Media Value (EMV) in February — a notable 151% increase from its January EMV — making it the top streamer by month-over-month growth, according to a new analysis from CreatorIQ. It also led for year-over-year EMV growth, with an 81% increase from February 2023.  * Additionally, Paramount+

TV ADVERTISING

Skin Care's Super Start To 2024 TV Advertising

The skin & foot care sector is among the largest on TV in terms of both national TV ad reach and spend, and despite recent declines from pandemic highs, this year has seen a potential bounceback coming – according to data from iSpot's new industry report. Some of the

TV ADVERTISING

Tech Continues Super Bowl TV Ad Takeover

While automotive and beer brands once reigned supreme during the Super Bowl, recent years have signaled a major shift in how many industries approach the Big Game and its big audience reach opportunity (and price tag). Data from iSpot's recent Super Bowl LVIII Creative Analysis report takes a

TV ADVERTISING

Homes.com Building Something Big With TV Ads In 2024

Following Homes.com's celebrity-filled splash during this year's Super Bowl, the brand has been all over TV – as data from iSpot reveals. After not advertising on national linear TV at all since the start of 2018, the brand has already spent $37.9 million since the

TV ADVERTISING

Food Found Fans' Funny Bones During Super Bowl LVIII

Funny ads have been the norm for years during the Super Bowl, and that was the case once again this year, according to data from the iSpot Creative Assessment Survey. iSpot shows that 72% of this year's Super Bowl ads scored for "funny," while average likeability

TV ADVERTISING

BMW, Christopher Walken Claim Top Super Bowl Spot

After the Kansas City Chiefs were crowned champions on Sunday, another Super Bowl winner also emerged. According to iSpot Creative Assessment data, BMW's "Talkin' Like Walken" (featuring Christopher Walken and Usher) was the top Big Game ad by likeability. * Despite a relatively low number of

Super Bowl

Streaming Catches Super Bowl Uptick

National linear TV still controls Super Bowl watch-time, but by a shrinking margin – as data from Inscape dives into. While linear TV’s share of Big Game viewing fell by 3.9% year-over-year, streaming climbed by 2.1%. More from Inscape's analysis of Sunday's Super Bowl

CREATOR ECONOMY

Travis Kelce Pops As Crossover Star

Taylor Swift’s powers include giving a major crossover boost to boyfriend Travis Kelce of the Kansas City Chiefs, apparently. Tubular Labs data compares YouTube views about Kelce by category during the 2022-23 and 2023-24 NFL seasons – including a huge leap for pop culture. * U.S. YouTube views for Travis

Super Bowl

iSpot: Super Bowl Nabs Record 126.6 Million Average Second-By-Second Audience

The Kansas City Chiefs aren't the only ones celebrating following Sunday's thrilling Super Bowl win. CBS parent company Paramount Global also got a ton out of the game – including a Super Bowl record 126.6 million average second-by-second audience, according to data first released by iSpot.

CREATOR ECONOMY

How Some Super Bowl Ad Celebs Stack Up on Social

The Super Bowl is almost here, but brands have been getting in on the action for weeks now, releasing teasers, extended cuts and the exact ads themselves that will appear in the Big Game. A boatload of those spots feature celebrities of all types, from actors including Aubrey Plaza and

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

CREATOR ECONOMY

What's More Valuable For Chiefs: Taylor Swift Or Super Bowl Win?

In 2023, the Kansas City Chiefs emerged as the undeniable champions of the NFL, capturing not only a(nother) Super Bowl title, but also won the hearts of fans worldwide, including pop sensation Taylor Swift. This propelled the Chiefs to the pinnacle of CreatorIQ’s 2023 NFL leaderboard, making them

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

TV ADVERTISING

Data: Top Networks Maintained Ad Reach in 2023

2023 saw an increase in TV ads and ad minutes, according to iSpot’s recently released TV Transparency Report, which helped several networks maintain their ranking position for share of TV ad impressions. Leading the list was CBS, which had a 7.24% impressions share of voice (SOV) for the

SPORTS

Data: Female Sports Influence Grew in 2023

In 2023, women’s soccer viewership more than doubled to 1.4B views.

SPORTS

Doritos Super Bowl Spot Wins for Engagement

The Big Game ad from Doritos drove nearly 2 million engagements for the brand.

CREATOR ECONOMY

Disney+ Snags Share of Voice Win for Super Bowl

Disney+'s spot generated 1,900 mentions across social media, putting it in first place for share of voice for brands that advertised during the Big Game.

SPORTS

Amazon Scores Big With Super Bowl Spot

Amazon generated a hefty 1.3 billion impressions thanks to its heartfelt spot “Saving Sawyer,” featuring a lovable pup.

SPORTS

Logan Paul and KSI’s PRIME Hydration: First Creator-Led Brand to Air Super Bowl Ad

Social media stars Logan Paul and KSI have already had a busy 2023. In the last few weeks, their Prime Hydration drink became the official sports drink of UFC, their global expansion continues and they ran an ad during the Super Bowl pregame — the first creator-owned Big Game commercial ever.

TV Audience

Super Bowl LVII Dominates TV Watch-Time for Feb. 6-12

The Big Game and related coverage accounted for 9.46% of watch-time during the week.