{"id":7562,"date":"2020-01-30T16:41:58","date_gmt":"2020-01-31T00:41:58","guid":{"rendered":"\/blog\/?p=7562"},"modified":"2021-01-19T06:42:53","modified_gmt":"2021-01-19T14:42:53","slug":"super-tv-ad-insights-before-sundays-big-game","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/super-tv-ad-insights-before-sundays-big-game\/","title":{"rendered":"\u2018Super\u2019 TV Ad Insights Before Sunday\u2019s Big Game"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p style=\"font-size:18px\">With the Super Bowl just days away, we wanted to shine a spotlight on some unique advertiser insights, courtesy of iSpot. Below, you\u2019ll find some of the most interesting notes around this year\u2019s Super Bowl brands, plus some of the standout creative that will be grabbing the headlines come Monday morning.<\/p>\n\n\n\n<p style=\"font-size:18px\">Interested in more NFL advertiser data? Check out our reports around <a href=\"https:\/\/www.ispot.tv\/free-reports\/nfl-ad-performance-breakdown\">regular season ad performance<\/a> and <a href=\"https:\/\/www.ispot.tv\/free-reports\/nfl-regular-season\">business outcomes<\/a>.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>NFL Football &#8211; 2019 Regular Season Business Outcomes<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"97\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1-1024x97.png\" alt=\"\" class=\"wp-image-7592\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1-1024x97.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1-300x28.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1-768x73.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1-1080x103.png 1080w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30154747\/1-1.png 1085w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p style=\"font-size:18px\">While spend and impressions are important measures for TV advertising, every marketer is ultimately concerned about ad effectiveness. For the NFL, we isolated brands that advertised on a network on a game day and looked at the incremental sales lift that happened as a result of that exposure. <strong>On average brands advertising during the 2019 regular season received a 27.82% lift. <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"274\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2-1024x274.png\" alt=\"\" class=\"wp-image-7604\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2-1024x274.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2-300x80.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2-768x206.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2-1080x289.png 1080w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/01\/30163345\/2.png 1146w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p style=\"font-size:18px\">The baseline for this reporting is the sale activities (Web and app visits, etc.) associated with our panel of 14M devices. The lift number compares the exposure to action ration between those exposed to ads that appeared during NFL programming and those unexposed (control). <\/p>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Porsche Zooms Into the Super Bowl for the First Time in Over 20 Years<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zz4V\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/AwKPpKiGpcUlKnnNsFfQ5kPlKY2rbRQqIqbuR91jrPk7je6gyb_Akw4NW90OcBvifdVO3RMoEp7uvMMGx94jHGHGg2i_uVbyhp2uddxAToObfU6IY9_yvneEwUvQCDfMlTAiUXmZ\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">Auto ads are no stranger to the NFL \u2014 automotive was the No. 1 industry for spend during the regular season with an estimated outlay of $606+ million \u2014 but a new brand is coming into the fold during this year\u2019s Super Bowl: Porsche. For the first time in over two decades, Porsche is shelling out for airtime during the Big Game with a spot promoting its electric sports car, the Taycan.&nbsp;<\/p>\n<\/div><\/div>\n\n\n\n<p style=\"font-size:18px\">This is particularly notable because, since Jan. 1 2018, the brand has only spent $11.6 million on TV ads overall, and the biggest slice of that has gone to <em>The Late Show With Stephen Colbert<\/em> (NFL came in second). With 30-second spots costing up to $5.6 million this year, that\u2019s basically half of what Porsche has spent on TV overall since January 2018 \u2014 and the brand\u2019s Big Game spot will be 60 seconds, meaning on Sunday they could be investing in one spot what they spent on TV in the last two years.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>SodaStream\u2019s First Foray Into Football Comes at the Super Bowl<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/ZNCG\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<p style=\"font-size:18px\"><br><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/VzAYSyk3a5Eid6GH4h8m_FzR_CBrxzQITT3h9HDklsIb6h-TG0AwMJIJ6Yp7jTdeqEboa362SBeSrf1qzNSOM8IxJJ1yCXOECKEUwTjK7cmw9ABNF8nOHZM_k1hIuQQwKv5vy6tp\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">SodaStream\u2019s parent company, PepsiCo, is plenty familiar with football and the Super Bowl. And though SodaStream rarely airs spots during NFL games, they did appear during Super Bowl XLVIII (2014). More recently, the brand spent just $135,000 advertising against college football in 2018, and its largest sports spend since the start of 2018 has been on figure skating ($600,000). Dating back to Jan. 1, 2017, SodaStream has spent $30.4 million on TV ads, with most of that going to reality TV (18.2%), drama and action shows (17.4%) and movies (13.3%).&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">The chart shows spend breakdown for all sports shows since the start of 2018 (through Jan. 28, 2020).<\/p>\n<\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Rick and Morty\u2019s Interdimensional Travels Land in a Pringles Spot<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zu_o\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<p style=\"font-size:18px\">Adult Swim\u2019s <em>Rick and Morty<\/em> are no strangers to crossovers. Despite the cartoon duo\u2019s meta humor, late time slot and obscure references, they\u2019ve already \u201ccrashed\u201d events like last year\u2019s Emmys. You can add the Super Bowl to the list as well, as Pringles utilizes the show\u2019s manic energy to get you hooked on the spot, which focuses on stacking chip flavors.<br><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Z2XrVF9B8rYDLnMXEn_sUsCr8GNhv2kCo7BE8FKlECnty5xYXT0XUBsh7t_4f60Zps_VMN0x3frTeOxvUUzGOyPgMA9um8R8EWSzuUBm-a0j174pR_r15OO3W_XUfGZR2E4Tpavx\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">The ad\u2019s not without a real-world tie-in, as Pringles <a href=\"https:\/\/www.bleedingcool.com\/2019\/12\/11\/rick-and-morty-pringles-teaming-up-for-pickle-rick-crisps-animated-nfl-super-bowl-liv-ad\/\">rolled out \u201cPickle Rick\u201d-flavored chips<\/a>. Pringles has also spent over $100,000 advertising against <em>Rick and Morty<\/em> episodes since Sept. 1, 2019, and Adult Swim ranks fourth ($2.7 million) among all networks for the company\u2019s ad spend since the start of 2019. With a desire to capture younger audiences, the focus on the network certainly makes sense.<br><\/p>\n<\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Secret Kicks Inequality at the Super Bowl<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/ZuSE\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/T5yR-bpVQ2PBNJh2YFZphySUzI0mcBvIbMkvICuPHHmOFpFVTLl_1cUs8Jgx1bq04-EtgyxI8_wGW827T7gyw_fgqCd9v1Dqf8dzzjFAAFltsYJxDZrnmLBH33Z0JqdAESLrTnzL\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">P&amp;G\u2019s Secret women\u2019s deodorant will be tackling women\u2019s inequality in sports with \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/ZuSE\/secret-the-secret-kicker-featuring-carli-lloyd-crystal-dunn\">Secret Kicker<\/a>\u201d at this year\u2019s Super Bowl. Though it\u2019s not the first time the brand has looked at inequality in a TV ad, the Super Bowl spot is a hint at how Secret views sports as a way to deliver messages of change. Though Secret has put less than 4% of its TV ad spend toward sports since the start of 2018, football has been a particular emphasis. The chart below shows a breakdown of Secret\u2019s spend on sports programming. NFL Football is the top show (any genre) for Secret by spend over the last two years, at nearly $2.9 million.<br><\/p>\n<\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Turkish Airlines Rarely Lands on TV<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/ZuKe\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/HVEnLA6V74gnl5aoN6G7s7d1Vb0eJk-42-ZHrhCC50dwCXOiMT9IEIo4zNhA7F6FE_8FdaY4_IMBKxf1LCFjHI_uJjOVS8qWCJbWq66UK8MGOz5xyPmRbRu9WlGT4z-XpMZFW7GE\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">Turkish Airlines has released <a href=\"https:\/\/www.ispot.tv\/ad\/ZuKe\/turkish-airlines-super-bowl-2020-teaser-countdown\">a teaser for Super Bowl LIV<\/a> with astronauts in the desert. The company hasn\u2019t done much on TV since its <a href=\"https:\/\/www.ispot.tv\/ad\/IS1B\/turkish-airlines-super-bowl-2019-teaser-the-journey-ii\">Ridley Scott ad<\/a>, \u201cThe Journey,\u201d for last year\u2019s Super Bowl. Here is spending per show going back to 2019. Nearly all of its $10.4 million TV ad spend in the timeframe has been on sports as well.<\/p>\n<\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Little Caesars Revisiting Sports Ads&nbsp;<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zu_0\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/ZSz837fCoZ3NczME_ogscRXuTOcjv45T0T5WPweOotDlnEOoeOVOnlYSPfE1iOenfVad9aHv4djP2iDCzefXK2lclHpdXAZK27TfwLmmsumUDyQPn6Kvkq0H3MSFVJ4xXSFpXFN2\" alt=\"\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"font-size:18px\">Little Caesars has spent big on TV advertising since the start of 2019 (over $226 million through Jan. 23, 2020), but just $15 million of that was on sports &#8212; and only $763,000 was on NFL games. Dating back to Jan. 1, 2018, Little Caesars has spent a total of $33.5 million advertising against sports programming (vs. $424.3 million overall), so their Super Bowl debut could signal a larger emphasis on sports once again. Little Caesars has spent just $1.7 million on ads during NFL games over the past two seasons, but nearly double that on both NBA and college football games, respectively, since Jan. 1, 2018.<\/p>\n\n\n\n<p style=\"font-size:18px\">The graph shows Little Caesars spend on sports shows only since the start of 2018.<\/p>\n<\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Sabra Doesn\u2019t Usually Dip Into Football, Now Shawarming the Field<\/strong><em> (sorry not sorry)<\/em><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zznw\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/tHYEjGCwA4FhLGPKYsxNAc2w8cWF7rwfrQuZxz3k5EgLiVrgKRfp1wqiq0oHhm0hMQvs-vBqpJzZhgVfxDb1o70gYlKeYzz-kSFSrn0NfK5zigDtun1CqrpYeMbty7cwy5pkkE_7\" alt=\"Top Shows\"><\/figure><div class=\"wp-block-media-text__content\"><\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p style=\"color:#77bd22;font-size:30px\" class=\"has-text-color\"><strong>TurboTax Banks on Q1 Sports Programming<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zsbs\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<p style=\"font-size:18px\">About 38% of TurboTax&#8217;s spend is sports since the start of 2018, and they typically stop spending on TV after the first week of April (and don&#8217;t come back \u2018til Jan. 1). Also, 21% of their spend since the start of 2018 is NFL, with another 5.1% against the last two Super Bowls. Clearly, they want people to be paying attention before tax season.<br><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/vCkAIMoM6A_yH5y6-0RFfY9v5yk88CopWSliQqNNxFAHO_GDoWR4EXqt1n_EkWus3YiTBDgFACjMmiR-EeBw2DDZBrcgfAhgegiII-VG6WWgZmnWWW9WSsy5Gx563NQbg65x7rtB\" alt=\"Top Shows\"><\/figure><div class=\"wp-block-media-text__content\"><\/div><\/div>\n\n\n\n<hr>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Will Bud Light Switch Beer for Seltzer?<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zj5e\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/rjYJNtP0_ujkPorDJi2lbqHZlAJne-VT5B-DoZGfuo1VSi77Q_oBjUHkqL-zG2AAAPG09wiLcM-m-wL58Ns2BY9MU6VAmSjfvmQAPuPaNoydRqNxmhRU0tLP5DECho6NSK3NvRKV\" alt=\"Top Brands in Beverage Industry\"><\/figure><div class=\"wp-block-media-text__content\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>With the Super Bowl just days away, we wanted to shine a spotlight on some unique advertiser insights, courtesy of iSpot. Below, you\u2019ll find some of the most interesting notes around this year\u2019s Super Bowl brands, plus some of the standout creative that will be grabbing the headlines come Monday morning. Interested in more NFL&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":7602,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7562"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=7562"}],"version-history":[{"count":43,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7562\/revisions"}],"predecessor-version":[{"id":10313,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7562\/revisions\/10313"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/7602"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=7562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=7562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=7562"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=7562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}