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The last year was a transformative one for TV measurement. New currencies took center stage amid the push for better data accuracy with audiences continuing to migrate toward streaming. TV’s massive reach – 8 trillion ad impressions were delivered in 2022 – puts measurement at the forefront of every shift within the industry. And despite… Read More
By testing all video creatives, marketers can look cross-sectionally and within categories to understand the complex communication required to have an impact with today’s increasingly challenging consumer. In iSpot’s Marketing Master Series, we will look at what marketers are actually doing, rather than being prescriptive about what they should do. We look at these marketing… Read More
TV’s evolution continued apace in Q3 2022. However, amid that change came some of what you may expect: The NFL and college football dominated TV ad impressions. QSR, insurance and automaker brands were among the most-seen industries. Audiences liked ad creatives that included pets and comedic celebrity performances. But there were plenty of new and… Read More
Inflation seems to be on everyone’s mind these days, no matter how one (or the government) defines it. Much like COVID-19 in 2020, brands are beginning to address the economy in their ad messaging and many more are considering it. But despite some early appreciation for “Covid compassion” in ads, consumers quickly grew tired of… Read More
The last few years have been a truly transformative time for TV, and further widespread changes have continued in 2022. Our latest report showcases TV’s biggest takeaways, top brands, and program highlights from the first half of the year, along with second-half trends advertisers should watch out for. It also provides deeper dives into the… Read More
On the heels of two pandemic-shortened seasons, the NBA was back to its normal 82 games and spots on the calendar for 2021-22. The result: Superstar performances, tons of parity and full arenas helped increase TV ad impressions by 12.1% during the regular season and 26.3% during the playoffs. And from season openers on Oct…. Read More
This year’s NFL Playoffs have rewarded TV audiences with some thrilling games, and brands have benefitted as a result. Still, some brands produced more likeable creatives than others, which further optimized their TV ad impact at this point in the Playoffs. Using the Likeability Score from our survey-based Creative Assessment, we were able to pinpoint… Read More
Linear TV has a long history with so much legacy behind it. On the other hand, digital video and cross-platform TV advertising, specifically as a measurement discipline, do not have that legacy. Nevertheless, more and more advertisers are flocking to streaming video as an effective, efficient way to reach and convert new audiences. But how… 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
COVID-19 was a hot topic during the first four weeks of the NFL’s 2020 season, and it’s sure to grow for the rest of this fall as well. As cases pop up around the league, we’ve already seen numerous games get moved — with more likely to come, too. But for the time being, Sundays… Read More