More than 40% of commercials shown during last year’s game featured multiple celebrities, iSpot.tv data shows, a nearly sixfold increase from 2010.

“Brands invested to make the Chiefs-themed ads hard to miss,” said Cassandra Arora, the chief marketing officer of iSpot, which estimates the spend of an ad based on the market rate for how much companies have to pay to air commercials on TV. Basically, the more spend an ad has, the more viewers are seeing it.

According to iSpot.tv, a TV ad catalog and measuring service, commercials including Mahomes “have had more than 173,000 airings over the past 30 days” (K.C. STAR, 2/6)

Estimated TV ad spend/media value on sports betting topped $360.1 million in 2023, according to data from iSpot, which measures TV advertising and audiences. The NFL says two sportsbook commercials will air during the Super Bowl LVIII.

Estimated TV ad spend/media value on sports betting topped $360.1 million in 2023, according to data from iSpot, which measures TV advertising and audiences. The NFL says two sportsbook commercials will air during the Super Bowl LVIII.

It’s no wonder networks want to capture Swift though during the games. Her fans are tuning in to watch her, and her star power moves ratings. Chiefs games were among five of the top 10 highest-rated regular season NFL games this year, according to iSpot, the TV measurement firm. The Chiefs-Ravens game earned a record as the most-watched AFC Championship game with 55 million viewers.

According to ad measurement firm iSpot.tv, the marketing fracas – which includes companies like VanEck, Bitwise, Wisdom Tree, and Grayscale – has seen approximately $300,000 spent on TV spots aired during financial segments between January 11 and January 30, reported the Journal.

Still, more Americans saw sports betting advertisements during N.F.L. games than on any other nationally televised programming in each of the last three years, according to data from iSpot, a TV measurement company. Three betting ads will run during this year’s Super Bowl broadcast, Mr. Highhill said.

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.

A study by ad tracking firm iSpot found that the percentage of Super Bowl ads with celebrities has risen from less than one-third of all ads in 2010 to two-thirds in 2023.

Firms including VanEck, Bitwise, Wisdom Tree and Grayscale spent around $300,000 from Jan. 11 to Jan. 30 to run TV commercials on financial news shows including “Squawk Box” on CNBC and “Cavuto: Coast to Coast” on Fox Business, according to ad measurement firm iSpot.tv.

Jeep leads iSpot.tv’s ranking of the most-seen auto TV ads for Jan. 22-28 with a spot that garnered 170.7 million national TV ad impressions.

The lawsuit, filed Jan. 31 in federal court in Delaware, brings to nine the number of patent infringement cases Nielsen has filed since 2021 against now four competitors. Those include four suits against TVision and three against HyphaMetrics. Those companies provide panels that help VideoAmp and, in the case of TVision, iSpot.tv, calibrate data from set-top boxes and smart TVs.

Three of the top five companies on the GeekWire 200 list of leading Pacific Northwest startups are in Bellevue: OfferUp, Zenoti and iSpot. Other longtime tech companies such as Apptio and Icertis remain in the city.

With the recent news of iSpot.tv’s acquisition of 605 -- both leading TV ad measurement companies -- and premium publishers’ adoption of VideoAmp’s dataset as a new video currency, it’s hard to ignore the race toward alternative currencies across the media industry.

Five months later, it rolled out Fewer Hot Flashes, More Not Flashes as part of a national TV campaign to promote the drug. In a way, it makes sense that the campaign is airing a commercial during the Super Bowl given that Astellas has been football-focused in its advertising around Veozah.

The Lions-49ers broadcast peaked at 59 million viewers in the 9:15 p.m.-9:30 p.m. ET slot. Per Inscape estimates, the NFL accounted for 46.3% of Sunday’s total TV consumption here in the U.S.

Vizio aimed at different targets for its myth-busting. The company says that the widely held belief that attention paid to FAST channels and the ads they carry is lower than traditional TV is wrong. Citing research from Adelaide using its AU[i] a-effectiveness metric, the company says that CTV FAST apps outperform Adelaide’s CTV AU attention benchmarks by 20%-25% and best traditional TV by 35%-40%.

Astel­las in­tro­duces menopause drug to NFL au­di­ence: Astel­las spent more mon­ey ad­ver­tis­ing its menopause drug Veozah than any oth­er new brand on reg­u­lar NFL broad­casts in the 2023-2024 sea­son so far, ac­cord­ing to da­ta from re­al-time TV ad track­er iS­pot.tv.

Since 2021, it spent over $17 million on two new U.S. television spots showcasing its commitment to EVs, including one with country legend Willie Nelson, according to an estimate from iSpot, an ad measurement company. “We’re delivering for the earth by investing in more electric vehicles,” intoned the narrator in one ad as an electric truck emerges from an oversized FedEx box in a pristine forest.

I don’t predict that this will be a sea change in the industry, though. The majority of transactions, especially for the big players like Disney, Paramount, Comcast/NBCUniversal, and WBD will still be done on Nielsen. But enough deals will be done using iSpot, Comscore, and VideoAmp that the MRC will take notice and move those services closer to full accreditation in 2024

Comscore, iSpot.tv and VideoAmp have been going head to head with Nielsen, and on Monday the heads of the four measurement currency contenders went face to face – and, in some cases, at each other’s throats – during an on-stage session.

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

LIV notably only reported its own ratings, measured by iSpot, for a few events last season before opting not to for the remainder of the year.

In an ad 12 years ago, featuring an animated FedEx electric truck ambling through an enchanted forest with pixie dust and singing animals, the company touted “more electric trucks” as part of its sustainable offerings. Since 2021, it spent over $17 million on two new US television spots showcasing its commitment to EVs, including one with country legend Willie Nelson, according to an estimate from iSpot, an ad measurement company.

That ad tested well with audiences, per Peter Daboll, chief of insights and strategy at iSpot.tv.

Advertisers are trying to convey empathy, and “they’re just trying to do it in a way that isn’t divisive or doesn’t come across as pandering but does it in a way that is real. But they’re not always successful,” he said.

As of December 11, 2023, Travis appeared in more commercials during NFL games that any other celebrity, with a whopping 375 spots featuring him that aired during the season, according to iSpot.

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 year, when 72% of Big Game ads scored for humor.

Other media companies are also striking measurement deals with VideoAmp, as well as others including iSpot and ComScore. Dentsu Intl. said in October, for example, that it plans to utilize technology from VideoAmp to guarantee audience buys across the media portfolios of seven different media companies.