The Yum Brand’s chain saw remarkable success with its efforts, which extended far beyond liberating the trademark. #TacoTuesday generated $1.1 million earned media value (EMV) from 103 creators across 14 posts. This impressive performance makes #TacoTuesday the brand’s 16th most successful hashtag by EMV, according to data from CreatorIQ.

Electronics company Vizio and The Home Depot have developed a shoppable content series to highlight the many ways consumers can use the retailer’s products to decorate their homes, per details shared with Marketing Dive.

Features that improve advertisers’ ability to better target, measure and attribute will allow Disney+ to better compete for ad dollars in a crowded streaming marketplace. Netflix in May used its first upfront presentation to announce new ad options and partnerships with Nielsen and EDO around measurement, while Amazon added VideoAmp and iSpot as measurement partners during its NewFronts presentation.

The race to establish a multicurrency marketplace has heated up as of late. VideoAmp last month joined Comscore and iSpot as currencies that received conditional certification by the U.S. Joint Industry Committee. ISpot, which recently received Media Rating Council accreditation for its ad catalog, this week joined VideoAmp and Comscore as alternative currency options utilized by Paramount Global.

Camelot has also stepped up its game on the measurement front. The agency recently entered into a multiyear partnership with iSpot.tv, giving clients access to the media measurement company’s products, including unified cross-platform and verified streaming capabilities. Additionally, Camelot was Roku’s first certified partner, using the latter’s OneView measurement and technology platform when it launched in October 2022.

“To be honest, when I started I wouldn’t have imagined I’d spend more than a few years at one company. But Wunderkind is constantly evolving, which happens when you grow by more than 7.5 times in as many years.”

ISpot’s MRC accreditation of its TV ad occurrence catalog is another big step for the measurement company as it continues to establish itself as a competitor to a beleaguered Nielsen. ISpot’s system helps advertisers verify, optimize and justify ad investments, with iSpot founder and CEO Sean Muller describing it as “the unshakable foundation” for countless transaction decisions.

Comscore, iSpot and VideoAmp will now move onto the data evaluation stage, with the JIC still looking to issue full certification in early 2024. Certification status will be granted on a two-year term and will be up for further audit and evaluation to receive recertification. Companies that receive and maintain full certification will be granted access to the JIC Streaming Data Service, which is set to launch in beta next year and represents one of the JIC’s key promises to advertisers.

The new figure is also closer to the audience estimated by Nielsen competitor iSpot, which in February said that game drew an average minute TV audience of approximately 118.2 million viewers. The game notched more than 5 billion ad impressions during the game, with 64.1% of all TV ad deliveries on the day airing on Fox and Fox Deportes, per iSpot data shared with Marketing Dive.

NBCU has been a leading force in pushing measurement away from Nielsen’s decades-long dominance to a multi-currency landscape. The company’s announcement at last year’s One22 that it would activate iSpot.tv’s cross-platform audiences as currency for national ad buys was largely seen as a blow to Nielsen, and the company has continued to work towards new standards for itself and the entire industry.

NBCUniversal has named iSpot.tv a preferred measurement partner in a multiyear pact that touches across its One Platform portfolio, according to an announcement.

The media giant will enact a "massive pilot" of iSpot.tv's audience verification tools for ad campaigns and program ratings around upcoming broadcasts of the 2022 Olympic Winter Games and Super Bowl LVI. Agency partner Publicis Media is the first media holding company to test the new measurement suite.

Arby’s has pursued a number of campaigns to raise visibility over the last year, including a diss track targeting McDonald’s and a digital media spot ad with Old Spice. Arby’s climbed from the #49 brand spot in terms of overall TV ad impressions to the #12 brand across industries, according to iSpot.tv. The brand added a new CMO, Rita Patel, earlier this month.…

Arby’s has pursued a number of campaigns to raise visibility over the last year, including a diss track targeting McDonald’s and a digital media spot ad with Old Spice. Arby’s climbed from the #49 brand spot in terms of overall TV ad impressions to the #12 brand across industries,

Brands are increasingly shifting budgets to creator-driven marketing campaigns, with 66% spending more on this area in the past year compared with previous years, according to a CreatorIQ and Tribe Dynamics survey shared with Marketing Dive. Coca-Cola and Marriott are among the many brands heading to TikTok for creator-driven efforts.

NBCUnified also serves as the backbone for NBCU’s efforts to modernize measurement throughout the ad industry. NBCU in June added emotional impact to its audience measurement framework, months after elevating partners like iSpot.tv and Comscore and boosting its capabilities around data.

Alcohol television advertisement impressions are down 17% year-over-year (YoY), higher than the 12% cut in advertising spending by the category, according to a recent study by iSpot.tv comparing the first seven months of 2022 to the same period in previous years.

Between Jan. 1 and July 31, 2022, alcohol advertising racked up 66.87 billion TV impressions. The estimated national spend for this time period was $574.4 million. For the report, iSpot.TV captured TV ad exposure across 51 million smart TVs and set-top boxes, then extrapolated this information using census data to create a representation of U.S. households.

In March, it said it will activate iSpot.tv’s cross-platform audiences as currency for national ad buys to compete with Nielsen.

“When working with creators, brands need to understand the goals of creators on each individual platform,” said Tim Sovay, chief business development and partnerships officer at CreatorIQ, the maker of influencer marketing software. “For example, YouTube creators are highly focused on converting views into subscriber growth, which helps them drive additional monetization via ad revenue, subscriptions and merch.”

With that data in mind, NBCU is adding emotional impact to its audience measurement framework, which it has sought to build out this year by elevating partners like iSpot.tv and Comscore and boosting its capabilities around data. The moves come as it looks towards a future where Nielsen is no longer the dominant currency for measurement — especially as advertising becomes even more fragmented across platforms.
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While the new initiative was just announced at Cannes Lions, Abcarian hopes to be able to share initial results early in the fourth quarter. That is a similar timeline to its recent currency pilot with iSpot.tv, the details of which NBCU shared last week. The test-and-learn — across 67 advertisers and 158 brands — set a baseline for how experiments around a new currency framework are working and how they can be better optimized.

The major takeaway of the pilot was that 40% of NBCU’s upfront business will be conducted outside traditional “age and gender” guarantees — whether done with AdSmart, OpenAP, iSpot and to some extent Nielsen — demonstrating a shift that has advertisers seeking measurement beyond legacy standards.

In a blow to Nielsen, the longtime predominant ad currency, the media conglomerate announced that it will activate iSpot.tv's cross-platform audiences as currency for national ad buys at this year's Upfront, according to Kelly Abcarian, executive vice president of measurement and impact at NBCU Advertising and Partnerships. Comscore will be the currency for local ad buys.