TV may seem more turbulent than ever, but that doesn’t mean the ad-buying market is uncertain. In fact, the current environment creates even more opportunities for brands both new and old to embrace TV and its unmatched capabilities to reach audiences, no matter where, when or how they’re watching. This joint report from Neustar and… Read More
TV data isn’t new, but this past year really underscored just how important it is to apply the right data to ad buying decisions. Without many primetime shows, live sports or upfronts, brands had to quickly adjust to follow migrating audiences on TV. While some of the TV ad trends that surfaced during the pandemic… Read More
The pandemic completely disrupted TV as a whole last March, but unlike many other live sporting events, the NCAA Men’s and Women’s Basketball Tournaments were both at the forefront of the shutdowns and completely cancelled. As a result, a billion dollars up and vanished. Networks needed to quickly pivot programming. And brands needed the right… Read More
While many live sporting events were postponed in 2020, the NCAA men’s and women’s basketball tournaments were among the only ones to be completely cancelled. The billion-dollar loss was not only felt by the teams set to play in the event — but the networks and brand advertisers, too. Thankfully, for everyone involved, both the… Read More
By Stuart Schwartzapfel Music video network Vevo reaches a billion daily views on average, making it an attractive destination for brands to leverage its cultural cachet. And with the proliferation of cord cutting and streaming TV viewing, Vevo has been rapidly expanding its OTT distribution to match changing consumption habits and deliver premium music videos… Read More
From a brand perspective, we already covered who won the “Big Game” with the top creative from this year’s Super Bowl. Taking a wider view, however, we can also observe which industries made it their own, generating buzz and positive feedback during game day. Below are quick spotlights on five different advertiser industries from Super… Read More
The dust has settled on this year’s Super Bowl. And while it was abundantly clear who took home the win on the field, the off-the-field battle between advertisers requires some additional analysis. In 2021, 67 different brand spots (and 87 ads overall) generated $481.2 million in est. ad revenue for CBS, plus 6.3 billion TV… Read More
The Super Bowl is the biggest TV event every year, and despite all of the potential attention brands can garner by advertising, the game can also create a lot of noise that makes it more difficult for messages to come through. Or at least it does for brands not armed with the right data and… Read More
For the first time in 37 years, Budweiser is not getting Super Bowl airtime. The brand’s decision (which doesn’t include all ABInBev brands) is part of a trend where legacy Super Bowl advertisers are opting out of the 2021 game. That’s right: This year Hyundai, Kia, Avocados From Mexico, Coca-Cola, Pepsi, and many more will… Read More
Geico, although perhaps best known for its gecko spokescreature, has a long history of tapping celebrities for its TV commercials. From Salt-N-Pepa to Ice-T to Boyz II Men, multiple musicians have appeared in its ads over the years. Most recently, Tag Team, the hip hop duo known for “Whoomp! (There It Is),” got its Geico… Read More
After a decade that’s seen Pepsi produce 11 Super Bowl ads, PepsiCo has announced that it will bench its flagship brand for Super Bowl LV. But Pepsi is still storming the big event as title sponsor of the halftime show starring The Weeknd, who appears in what is to date the most buzzed-about TV ad… Read More
Brands can take a variety of approaches to the Super Bowl with the goal of producing memorable creative. In recent years, “empowering” ads have been on the rise during the big game — a trend that is likely to continue in 2021 given how the tone of spots shifted throughout last year. These ads typically… Read More