The shift to streaming has created an opportunity to measure ratings directly rather than having to extrapolate from the consumer panel long maintained by Nielsen, said Kelly Metz, managing director of advanced TV activation at Omnicom Media Group.

“This is a bigger transformation than the industry has ever seen before,” Ms. Metz said.

Other companies that measure traditional and streaming TV viewership include Comscore Inc. and startups such as VideoAmp, iSpot.tv and EDO.

The hire comes as the rise of streaming television viewing facilitates increased competition between measurement providers including VideoAmp, iSpot.tv and Samba TV that position their products as a complement or alternative to those offered by Nielsen Holdings PLC, the longtime standard-bearer for traditional TV measurement.

Research by Ace Metrix, a unit of TV ad measurement firm iSpot.tv Inc., crowned Jeep’s Super Bowl commercial as the most likable of the night. The ad shows wild animals dancing as a pair of Jeeps drive by blasting the song “Electric Boogie.”

There were 7.75 minutes of national ads for streaming services during the 2022 Super Bowl, up from 6.25 minutes in 2021 and 3.25 in 2020, according to ad-measurement firm iSpot.tv Inc.

This year, that growth was likely to continue, said iSpot Chief Executive Sean Muller.

“The Super Bowl has now become a battleground for the streaming wars,” Mr. Muller said.

Beer marketers spent $81.7 million on national TV ads last month, according to television ad measurement firm iSpot.tv Inc. Ad spending to promote nonalcoholic beer on national television, by comparison, totaled $9.7 million in January, up from $1.4 million in January 2019. Most of the spending came from Heineken’s efforts to promote its nonalcoholic brand.

The focus on brand and electric vehicle marketing, combined with improving production this year, suggests that auto marketing could see a rebound. Magna believes the automotive category will increase in 2023 for the first time in a few years.

Commercials promoting electric vehicles comprised 24% of auto makers’ TV spending in 2022, up from 13.8% in 2021, according to the television ad measurement firm iSpot.tv Inc.

On national television, three major crypto companies spent $153.9 million on advertising this year through the end October, $58.1 million of which came from FTX. That is more than triple the $46.2 million the three companies spent during all of last year, the TV ad-measurement firm iSpot estimates.
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Estimates from iSpot showed that crypto brands spent a paltry $3.5 million on TV ads from August through October. By comparison, the sector spent $84.6 million in February.

An analysis of the most-watched ads across top restaurant brands found that 58% highlighted deals, prices or mobile app or loyalty rewards from May through early August, up from 46% from January through April, according to ad-tracking firm iSpot.

An analysis of the most-watched ads across top restaurant brands found that 58% highlighted deals, prices or mobile app or loyalty rewards from May through early August, up from 46% from January through April, according to ad-tracking firm iSpot.