• by Fern Siegel , February 14, 2023

Tubi, Fox Corp's ad-supported streamer, made its Super Bowl debut with three brand new spots: “Rabbit Holes” and “Gardener,” and “Interface Interruption.”

The creative was from Tubi’s agency of record, Mischief @ No Fixed Address.

Tubi made a big splash, driving more than 2x mentions of any other brand on Twitter. It garnered 5,546 mentions, 21,094 engagements, per Super Bowl Sunday 2023 Social Media Buzz Data.

The streamer, which claims 64 million monthly active viewers, boasted spots with giant rabbits throwing people down a rabbit hole, as well as seemingly seizing viewers’ screens during the game. The concept behind the ads suggests Tubi fans can comfortably enjoy a variety of content on the platform.

Nicole Parlapiano, Chief Marketing Officer, Tubi, said: “While much of the streaming world still revolves around an obsession with the latest movie or series, we are on a mission to give all people access to all the world’s stories. That means having a deep and diverse library that allows people to dive into their own personal content journey.”

That philosophy reflects Tubi's audience.

More than 36% of its core viewers are between 18 and 34, and the streamer's total viewing time is up 44% year-over-year, with more than 5 billion hours streamed in 2022, according to "The Stream 2023: Actionable Audience Insights for Brands," Tubi's annual report. Plus, its Black and LGBT audience grew more than 50% last year,  and audience growth exceeded 25% in each level of household income and the Hispanic demo, according to MRI.

The study also found standard video ads are preferred by streamers over other ad formats, such as split screen, interactive or QR code ads.

"With consumers turning to AVOD to complement the select SVOD services they choose to keep, Tubi offers a brand-safe environment for advertisers looking to tape into an incremental, young, diverse, and highly engaged streaming audience."

Mischief will also launch a separate brand campaign for Tubi this year.