Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "super bowl"
- Paramount+ pulled in an estimated 3.4 million in new sign-ups for its streaming service from its Super Bowl promotion. Peacock got 3.0 million from promo/ad efforts around an AFC Wild Card Game.
- That's according to ad tester System1 which tracks the emotions that consumers feel while watching the ads. Dunkin' was tops in short-term sales lift potential, according to the ad research firm.
- One Super Bowl ad used AI to poke fun of the concept with fake creatures and humans. BodyArmor, the Coca-Cola-owned sports drink, used AI-related lines such as "artificial flavor optimized for victory times" and "BodyArmor knows there should be nothing artificial, because there's no substitute for real."
- The stakes were high for advertisers on Sunday - not only on national television, but for searches on Google.
- VidMob identified five creative insights for top-performing Super Bowl ads. You might need a car in that commercial or a backdrop of grand vistas -- a city, rural location or even the stars and planets.
- On top of whatever you are paying for TV now, that is. A few years ago that would have been unthinkable. But a new poll finds nearly half of U.S. adults would pay extra to watch the Big Game.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- The popularity of sports betting and the frequent transfer of money makes it a prime target for malicious attacks, cybersecurity company HUMAN says.
- Watching football brings people together, even when they don't enjoy other activities with their friends and families.
- Many viewers will watch the game while looking at another digital screen, such as a smartphone, tablet or laptop.
- NBCU saw an opportunity for an inflection point in 2022 and executed what is probably the best sell-side research and marketing effort to restructure the TV ad marketplace since Turner's Media at the Millennium shifted billions of dollars from broadcast to cable.
- The linear TV and streaming video audience for the halftime show jumped 19% year over year, to 28.8 million households,
- The technology provides a scorecard to identify racial bias and risk factors in content, analyzing how brands score with multicultural audiences. It was developed by Larry Adams, CEO of AI-powered company and platform X_Stereotype.
- Using "eyes on screen" technology, TVision found that men scored a 126.7 index for "commercial attention" vs. a 120.3 index for women. The results were similar for "program attention" -- a 125.7 index for men vs. a 118.5 index for women.
- Last year's average was just over $4.5 million, according to a new analysis from Standard Media Index.
- Ads were measured for potential for brand equity and ability to boost sales, and data was run through Link AI, which predicts TV ads' creative effectiveness. Kantar says last year's Super Bowl ads featuring celebrities lifted brand equity 20% vs. ads without celebrities. This year, 70% of all pre-released ads include celebrities, vs. 60% for last year's game.
- The number of viewers who plan to stay at home remains high, though there is greater enthusiasm for this year's halftime show.
- Spending for the holiday is expected to reach $23.9 billion this year -- up from $21.8 billion in 2021, the second-highest year on record, according to a National Retail Federation survey.
- Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
- The destination provides fans with highlights, game recaps, and original series and gives advertisers the ability to reach consumers who tune in to the game to see ads rather than watch the sport, Sadie Thoma, U.S. Creative Works director, wrote in a blog post.
- Disney gained in the number of actual games, including two Super Bowls, MoffettNathanson analyst Michael Nathanson says. ESPN's "Monday Night Football" was up 4% last season to $232.1 million in national TV advertising, according to Standard Media Index. For the new 11-year contract, MoffettNathanson estimates ESPN's average yearly NFL cost will grow 42% to $2.7 billion.
- Effective Super Bowl ads typically focus on creativity and brand recall. This time, DISQO analyzed viewer behavior.
- Kantar said 96 commercial spots aired in the game, for a record 57 total minutes. Automotive was again the top spender overall at $75 million, for a 14% share, followed by premium TV and video streaming services marketers with an 11% share and $57 million in total spending. ViacomCBS's Paramount+ was the most prominent brand overall.
- The process of buying cars has changed "profoundly" during the past year, according to Marchex.
- A study of reactions to a video ad found that while sadness decreased sharing, other emotions like disgust slightly increased it. Emotion-provoking ads can create performance, though not in the traditional sense. Emotions also can make an ad go viral, and entice consumers to latch on to the brand for life.
- The biggest surprise among the 68 TV Super Bowl LV commercials was how few addressed the elephant in the room. Only 7.5% of the spots actually even referenced the COVID-19 pandemic, according to a unique analysis of ads appearing in the Big Game by CreativeX, an analytics firm that utilizes proprietary computervision technology to organize and catalogue the types of creative featured in Super Bowl ads.
- The national TV audience for Super Bowl LV fell 15% from the Big Game in 2020, according to estimates released this morning by Samba TV. The estimates, which also show big declines for the pre-game and half-time shows, is based on household tune-in data from Samba TV's connected TV universe.
- Looking to score big with your Super Bowl ad? How about selling your product live during football's biggest event of the year? Think it can't be done, think again. In partnership with CBS Interactive, Kellogg aired an interactive, live streaming, connected TV (CTV) Super Bowl ad for it's potato chip brand Pringles. The spot offered viewers a shoppable experience...
- Michael Bloomberg's 60-second spot and the President's two :30s may have gotten all the attention in this year's Super Bowl, but according to an analysis by political ad tracker Advertising Analytics, most of the Democratic contenders were in the Big Game, albeit on a local market basis.
- The scores are in and the 60-second unit won the 2020 Super Advertising Bowl, according to an analysis of the commercial time aired during the Big Game. Long-form ad units of 60 seconds or longer accounted for 40% of last night's game, which is half again more than the average of the preceding four Super Bowl telecasts.
