To learn more about social video viewership trends, read more from Tubular Labs here.

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.

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% in the last year, to 10.6 million across the two platforms.

In its latest Audience Ratings research, Tubular Labs released new data that indicates which streaming platforms grew video viewership across social media platforms like Facebook and YouTube.

Although Kurt Geiger saw notable results with an integration of Wunderkind, a leading AI-powered cross-channel performance marketing platform, on its UK-based flagship website, the brand decided to go it alone for its other portfolio websites. After months of building out in-house triggered email and opt-in marketing solutions, Kurt Geiger saw modest lifts — but nothing like what Wunderkind was delivering.

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.

Each week, we highlight the most-watched shows and networks using insights from Inscape, the currency-grade smart TV ACR data provider and data technology division of Vizio. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

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 the most talked-about team of the season.

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.

New research from martech firm Marigold reveals that 63% of consumers don’t trust the advertising they see on social media — and 55% are engaging with social platforms less for the sake of their mental health.

Somehow the football, which already utterly dominates TV viewing, managed to grow its ad impressions year-over-year, according to iSpot’s recent 2023 TV Transparency Report. The NFL delivered 7.9% more TV ad impressions year-over-year, while more national TV college football games led to an impressive 20.3% impressions jump vs. 2022.

New research from martech firm Marigold reveals that 63% of consumers don’t trust the advertising they see on social media — and 55% are engaging with social platforms less for the sake of their mental health.

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 year, followed by ABC (6.53%) and NBC (5.52%)

Data from Tubular Labs shows the WWE was the No. 2 U.S. sports media & entertainment creator in Dec. 2023, with over 117 million unique viewers across YouTube and Facebook.

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.

Each week, we highlight the most-watched shows and networks using insights from Inscape, the currency-grade smart TV ACR data provider and data technology division of Vizio. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching). Here's a look at the top 25 networks by viewership share for January 15-21 — head over to TVREV to see the program ranking and get insights about the top shows by watch-time.

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.

The divisional round of the NFL Playoffs utterly dominated TV viewership this weekend, capturing a 33.62% viewership share across Saturday and Sunday according to Inscape data. That’s an increase from the 2023 divisional round weekend games, which captured a 27.48% share.

Marigold’s 2024 Global Consumer Trend Index takes a deep dive into how brands should approach relationship marketing this year, revealing customer preferences and behaviors around personalization, privacy, messaging, advertising and brand loyalty. The overarching theme? Brands should find their people, get to know them and then make them superfans.

CreatorIQ leveraged in-platform client data across 2 million posts, 143K creators and 19.8K brand campaigns, including from Unilever, Red Bull and Estee Lauder, for this analysis. A few additional highlights: