All told, the Divisional Round averaged 39.4 million TV viewers, up 8% versus last season’s 36.5 million. In keeping with its stranglehold over the tube, the NFL last weekend accounted for 38.3% of all U.S. TV consumption, according to Inscape estimates.

The smart money knows this kind of insight is invaluable – take Goldman Sachs's recently reported $325 million investment in iSpot TV, a company specializing in TV ad measurement, or companies like T-Vision and Videoamp. Who are pioneers like MUSO. The new data currency of audience measurement.

Over at the commercial monitoring site iSpot.tv, the commercial has an entry and can be seen in its entirety, but curiously leaves Parker's name out in the actor field.

In this webcast, iSpot Founder and CEO Sean Muller and Chief of Insights Peter Daboll will dive into the dynamic world of Super Bowl advertising. They’ll unveil the strategies that enable advertisers to break through the noise, keep track of fragmented audiences and leave a lasting impact on consumers.

The big picture: The pandemic-driven shift to streaming forced TV companies to find new measurement alternatives faster than expected.

The role of the marketer will continue to evolve in 2024 as the pressure to deliver efficiencies, value and growth with less resources at their disposal continues to rise.

A December analysis of the streaming industry by CreatorIQ reveals that Amazon’s Prime Video was the only service that actually saw an increase in Earned Media Value (EMV) compared to November. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media.

Prime Video was the only streaming service that saw a month-over-month increase in Earned Media Value (EMV) for December, according to a recent analysis from CreatorIQ. Its $30.8 million EMV represented a 2% increase from November.

CreatorIQ, a pivotal influencer marketing campaign management brand, embraces artificial intelligence to enhance its offerings. By integrating AI tools into its software platform, CreatorIQ is poised to revolutionize trends and mention tracking across social media for over 9,000 brands.

The smart money knows that these kind of insights are invaluable - take the recent reported $325 million investment by Goldman Sachs into iSpot TV, a company specialising in TV ad measurement, or companies like T-Vision and VideoAmp who, like MUSO, are pioneers in the new data currency of audience measurement.

Nielsen, with its panel-based method, has been under pressure from rival measurement firms, including Comscore and iSpot.TV, which base their audience estimates on big data from set-top boxes and smart TVs.

Forty-three per cent of consumers say they’ll be leaning more on loyalty programs when they’re buying a new product from their favorite brand, according to research published by Marigold.

The Nashville, Tenn.-based provider of marketing technology software worked with eConsultancy to survey more than 10,400 people to produce its annual Marigold Global Consumer Trends Index Report.

The trade group's study didn't inquire about other generations' shopping habits. But a 2022 report by the marketing agency CM Group, now Marigold, and the retail consulting group F'inn found that 47% of Gen Z respondents said they prefer to shop in store over online — more than any other generation.

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 topics are getting more views on the platform since the season began.

From my vantage point, and from our vantage point at Madhive, I really get excited about the convergence of local and national. You know, I think that the white space between the two is starting to converge, where national is seeing ways that they can become more local in the way that they target, in the way that they identify, the way that they get their outcomes.

Novartis did not respond to a query about when and where the Kisqali TV ad aired. According to iSpot.tv, the commercial aired from 5 December 2022 through 12 September 2023 with 6,600 airings and an estimated national TV ad spend of $46.5m.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

TV measurement company iSpot.tv revealed its new 2023 TV transparency report, highlighting key data takeaways from the last year, across all of TV advertising. As TV becomes increasingly fragmented across linear and streaming, iSpot believes this level of transparency is crucial for advertisers to understand where audiences are migrating, where ad reach value can be located and, in a more complete fashion, how the ad market is performing overall.

Marigold’s commitment to providing brands with the latest consumer insights continues for 2024, with our most expansive Consumer Trends Index yet.

CreatorIQ expanded its reach from sports to retail, aligning with the growing influencer marketing trends in these sectors, while continuing to strengthen its presence in beauty, fashion, and food & beverage. The year also saw a surge in short-form video popularity across platforms like TikTok, Instagram, Snapchat, and YouTube Shorts, with Instagram’s Reels and Stories, and TikTok’s viral potential leading the way.