Going into Super Bowl LX, iSpot Creative Assessment tested over 60 teasers and 40 in-game spots, with the full game coming this evening/early Monday morning. Given the ads that have already been evaluated, however, here are the trends iSpot is identifying up front this year. For the most up-to-date look at released SBLX ads and… Read More
After spiking to 78% in 2020, celebrity inclusion in Big Game ads has stayed above 65% every year since, making star-driven creative the baseline, not the differentiator. For Super Bowl LX, that pattern continues with confirmed appearances from dozens of celebs including Andy Cohen, Emma Stone, Bowen Yang, Sabrina Carpenter, Paige DeSorbo, and more. But… Read More
Super Bowl advertising doesn’t start on game day. Pre-releases and teasers have become part of the ritual—expected by audiences, carefully planned by brands, and watched closely across the industry. These early spots do more than preview what’s coming. They help define the creative playbook brands carry forward long after the Big Game ends. As of… Read More
The Super Bowl can be full of surprises, both on and off the field. But some ad trends have withstood the test of time, even as the cost of Big Game airtime climbs each year. As a result, brands are increasingly following specific playbooks to maximize the impact—and minimize the risks—around these spots. What can… Read More
For years, streaming TV has promised accountability. But too often, measurement stopped short of action. Advertisers could measure reach, frequency, and even outcomes—but turning those signals into real-time action was another story. With a new expansion of our partnership, Roku and iSpot are aiming to close that gap by bringing outcome-based optimization directly into the… Read More
At iSpot, we continue to create market-moving products and solutions and strike partnerships that help drive innovation. That is why we’re thrilled to deepen our partnership with Roku to bring outcome-based ad optimizations to streaming, at scale. Roku becomes the first major streaming publisher with the intention to integrate iSpot’s trusted attribution directly into its… Read More
Every CMO is walking into 2026 asking harder questions about video ad performance, efficiency, and ROI. And they should be. Budgets are under the microscope, attribution is messier as platforms multiply, and the expectation to prove value has never been higher. The problem? The answers to those questions live in disconnected measurement tools, defined by… Read More
As premium content stretches across every screen and platform, the real power move isn’t just delivering reach—it’s guaranteeing consistency. OpenAP knows that if you can’t unify the way you measure, you can’t grow the market. We sat down with Chris LoRusso, Chief Business Officer at OpenAP, to find out how they’re partnering with iSpot to… Read More
As the media world changes at a breakneck pace, the key to success lies in adapting measurement to match consumer behavior. Zach Schroll, AVP of Consumer Analytics at Eli Lilly, and Whitney Teplitzky, Sr. Director of Customer Success at iSpot, recently had a conversation about tackling today’s chopped-up TV landscape. Ultimately, Eli Lilly’s focus is… Read More
There are more ways than ever to generate both wide and targeted ad reach. As a result, marketers are now increasingly focused on outcomes—honing in not only where ads appeared and how many people saw it, but importantly, whether airings actually yield web visits that can create sales conversions. That goes double for business-to-business advertisers,… Read More
Continuing on our path to create TV ad measurement not just of the now, but for the future, we’re thrilled to announce a new partnership with Captify, a pioneer in Search Intelligence. This collaboration will give brands the option of leveraging Captify’s rich search signals for outcome measurement. Specifically, iSpot will now be able to… Read More
In today’s TV environment, ad impressions are just part of the total picture for advertisers. Reaching a larger audience is ideal for many brands, after all. But targeted spots can more directly speak to business outcomes, and help better validate advertising budgets. iSpot’s new Q3 Unified TV & Video Ad Snapshot uses data from September… Read More