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.

Overall, iSpot spotted a TV campaign spend by Amazon MGM that’s 5 times what Neon spent on its Christmas week launch of Ferrari.

Tubular, which is a YouTube measurement partner, has special access to data from the digital video giant and also tracks social video viewing on YouTube and Facebook across millions of global devices. Social viewing centers on trailers and clips rather than full episodes, but it is nonetheless widely considered a reliable proxy for longer-form tune-in.

That promo mojo is not lost on Disney, which has already been experimenting over the past year with giving more exposure on linear TV to Disney+ titles like Ms. Marvel, The Mandalorian and Andor. According to ad tracking firm iSpot, the ABC runs for Mandalorian and Andor delivered the sixth-most ad impressions on the network on their premiere dates.

TV campaign ad spend figures didn’t register on ISpot for Renaissance. But the ad stat org noted that the campaign clocked 15M household TV ad impressions, with Tubular Labs data showing trailers with over 4M views across social media sites (YouTube/Facebook/TikTok) since October. This didn’t include videos published from fans at Renaissance World Tour stops.

Still, even after following a marketing playbook of promoting the pic heavily across sports and female-skewing series (iSpot says Marvels spots had best ad impressions on SOV: NFL (23.2%), MLB (7.1%), The Voice (3.2%), College Football (3.0%), Dancing With the Stars (2.4%))

iSpot measured a very robust TV ad spend for the film at $15.4M, which reached 1.12 billion household TV impressions. Spots aired across NFL football, (13.7%), college football (6.9%), MLB (4.6%), Law & Order SVU (3.0%) and House Hunters (2.4%), with top network ad runs on ESPN (9.6%), Fox (9.5%), CBS (8.6%), NBC (6.3%) and ABC (6.2%).

That stratospheric level of interest in Taylor Swift: The Eras Tour has built despite a marketing campaign that has defied the usual patterns of a mainstream Hollywood release. As of October 6, ad tracking firm iSpot found that the main TV spot for the film had aired just 38 times on national linear TV, with 17 of those occurring after Swift made her first appearance at a Kansas City Chiefs game to root on her reported beau, Chiefs tight end Travis Kelce.

At iSpot, Wood will drive the development of products, solutions and methodologies as the company continues its assault on the Nielsen status quo.

To get the word out, Warners spent big on trailers. iSpot, which monitors what studios shell out on U.S. TV spots (and again, this is just one facet of the The Flash‘s overall marketing campaign expense), shows Warners shelling out $31.3M on spots for the Miller movie, which pulled in 1.07 billion impressions.

The Independent Streaming Alliance describes itself as a “pro-competitive, independent industry forum to proactively engage and work collaboratively with consumers, platforms, regulators, and media.” Its founding members include Allen Media Group, Chicken Soup for the Soul Entertainment, Cineverse, Future Today, kweliTV, Revry, Scripps, Tastemade, TMB (Trusted Media Brands), and Vevo.

Smart-TV maker Vizio reported better-than-expected results for the first quarter but still saw total revenue slump 27% as consumers cut spending in a time of ongoing inflation and economic worries.

The new brand studio “is the natural evolution for our team to offer advertisers an opportunity to authentically communicate the voice and value of their brand, into stories that resonate with Vizio viewers,”

The news comes roughly a year after the launch of +Play, an online platform enabling users to organize their streaming subscriptions and discover new viewing options. The aggregator is similar to initiatives by the likes of smart-TV maker Vizio and large-scale streaming gateways like Roku and Amazon Fire TV.

UPDATED: Using data from iSpotTV along with internal CW and LIV results, CW says LIV’s opening weekend at Camaleón Mayakoba Golf Course in Mexico averaged more than 3.2 million total viewers across all linear and digital platforms from February 24-26.

Day one of the tourney streamed on the CW app. Days two and three aired on affiliates, as well as indie stations and diginets.

iSpot estimates that Disney shelled out $23M in U.S. TV spots to promote Ant-Man and the Wasp: Quantumania, which is around the same spend for Avatar: The Way of Water, a bit ahead of Spider-Man: No Way Home ($21.6M), and slightly under Black Panther: Wakanda Forever ($27.1M), yet way ahead of Doctor Strange in the Multiverse of Madness ($17.7M) and Thor: Love and Thunder ($15.2M).

Warners would promote these limited titles on female-targeted networks on Warner Discovery (Zas is a big proponent of corporate internal synergies working toward the greater good). iSpot told us earlier this week that they monitored just under $9M in TV spot buys for Magic Mike’s Last Dance, a campaign that yielded 1.37 billion impressions, with runs on TLC, Investigation Discovery, Food Network, TBS, and the Discovery Channel, and on shows such as The Big Bang Theory, Diners Drive-Ins and Dives, Dr. Phil, Sheldon, and 90 Day Fiance- The Other Way.

The marketing here for Magic Mike’s Last Dance has largely been TV spots on Warner Discovery channels. iSpot estimates that Warners spent just under $9M on TV spots that generated 1.37 billion impressions across TLC, Investigation Discovery, TBS, Food Network and Discovery Channel and on shows like The Big Bang Theory, Diners Drive-Ins and Dives, Dr. Phil, Young Sheldon and 90 Day Fiance – The Other Way.

The marketing here for Magic Mike’s Last Dance has largely been TV spots on Warner Discovery channels. iSpot estimates that Warners spent just under $9M on TV spots that generated 1.37 billion impressions across TLC, Investigation Discovery, TBS, Food Network and Discovery Channel and on shows like The Big Bang Theory, Diners Drive-Ins and Dives, Dr. Phil, Young Sheldon and 90 Day Fiance – The Other Way.

Samba, along with companies like iSpot and VideoAmp, is looking to take share from Nielsen, especially given the mounting need for clarity about viewership of programming and advertising in the streaming era. Traditional metrics from the linear era, while never supremely reliable, at least functioned as a universal standard for the industry. In the streaming era, there is much less universally accepted data in circulation.