BUSINESS OF DATA

The Business Of Data With Jon Lafayette: The Cost Of Dubious Data

When it comes to data, it might be true that this is the worst of times, and the best of times. On the downside, inaccurate targeting data is costing marketers billions, according to one study. On the upside, AI agents can answer the toughest marketing questions using data in seconds.

BUSINESS OF DATA

CIMM Names Directors, Sets Agenda for 2026

'AI will speed up planning and optimization, but only if the inputs are credible,' said Ben OMD's Hovaness

Data Dose Newsletter

The Super Serious Bowl (Ad-Wise)

Laughs take a tumble in Super Bowl LX, Bad Bunny's big halftime, and more in this week's Data Dose newsletter.

TV ADVERTISING

Universal Wins for Movie Trailer Likeability at Super Bowl LX

According to iSpot data, Super Bowl LX’s movie trailers reinforced a familiar takeaway: Recognizable characters and franchises

Super Bowl

SAGE, Why Were Super Bowl Ads Less Funny In 2026?

As already covered in this space, Super Bowl LX's ads were significantly less funny in 2026. iSpot Creative Assessment data showed that after three straight years of 70% of ads scoring for humor, "funny" scores declined all the way to 48% in 2026. But why the

BUSINESS OF DATA

Marketers Wasting $7.4 Billion in CTV Ad Spending Because of Inaccurate Data, Truthset Reports

'If marketers can’t rely on the data guiding their decisions, they’re flying blind,' said Truthset's Scott McKinley

BUSINESS OF DATA

iSpot Launches Sage to Bring the Wisdom of its Data to Clients Instantly

Early users include General Motors, Airbnb

SPORTS

Bad Bunny Bounces To Big Super Bowl On Instagram

Part of Bad Bunny's major appeal as a Super Bowl halftime performer was his Gen Z-focused audience. Before the game, data from Tubular Labs revealed that nearly 71% of Bad Bunny's YouTube audience was Gen Z, and those viewers were also likely to create content about

SPORTS

Super Bowl LX Ads Get Serious

After years of laughs leading the way during the Super Bowl, this year's game got a bit more serious – or at least a lot less funny. Data from iSpot's Creative Assessment survey showed that just 48% of Super Bowl ads scored for "funny" in

BUSINESS OF DATA

Celebrity-Filled Commercials Dominated Super Bowl, According to XR

102 actors, athletes, musicians, and content creators appeared in spots

TV ADVERTISING

Viewers Are Saying ‘WTF’ to AI-Related Super Bowl Ads

AI will play a part in multiple Super Bowl ads this Sunday, but data from iSpot suggests that many of the campaigns — whether created with AI or promoting AI products and capabilities — aren’t scoring touchdowns with viewers.  Of the AI-related Super Bowl LX teasers and pre-releases that have been

TV ADVERTISING

Three of the Most-Liked Super Bowl Pre-Releases Right Now

Ads from Ring, Pepsi Zero Sugar and Dove are scoring notably high for likeability among viewers, per iSpot.

BUSINESS OF DATA

The Business Of Data With Jon Lafayette: Streaming With a Main Course of Data

One of the benefits of growing in streaming is the data you get about your customers. That's something Fox is learning to enjoy. Of course, there can be too much of a good thing. Fortunately AI is coming to the rescue. Or is it? Read more below to

BUSINESS OF DATA

Fox Shares Data About Streaming Viewing

'We’ve already gained meaningful insights into audience engagement trends,' said Lachlan Murdoch

CREATOR ECONOMY

How MrBeast and Salesforce are Connecting New Audiences at Super Bowl LX

As MrBeast announced his partnership with Salesforce for Super Bowl LX, the collaboration signaled more than a high-profile ad buy—it marked a strategic attempt to connect two audiences. By tapping into MrBeast’s massive, creator-driven reach, Salesforce appears to be using the Super Bowl moment not just for scale,

TV ADVERTISING

As Automakers Pull Back, Toyota Bets on Emotion This Super Bowl

The spot ranks fourth overall for likeability among Super Bowl LX teasers and pre-releases, per iSpot.

Data Dose Newsletter

The Socialization Super Bowl

Understanding what audiences find important during the Super Bowl, creators' Big Game moment, and more in this week's Data Dose newsletter.

TV ADVERTISING

Super Bowl LX Brings Celebrity Reunions and a Fresh Wave of Nostalgia

Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory. That strategy builds on an already star-heavy trend. According to iSpot, 68% of last year's Super Bowl ads featured

BUSINESS OF DATA

BrightLine Clicks With Disney’s Streaming Portfolio

Expanded relationship includes Disney+, live sports, programmatic inventory

TV ADVERTISING

Liquid I.V. Enters the Field As Super Bowl Embraces Wellness

Liquid I.V. says, “On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”

BUSINESS OF DATA

How AI Is Changing the Business of Data and Measurement

Because so far, measurement of attribution, incrementality and return on investment have not been reliable, billions of marketing dollars have been mis-allocated, new IAB report says

TV ADVERTISING

How Skittles Used 'Pleasant Perplexity' To Win The Super Bowl Without A Buy

Skittles is famously "unmistakably Skittles," a brand that has earned its reputation for "weirdness" through a long history of surreal, thumb-stopping campaigns. For the upcoming Big Game, the brand is swerving around the traditional $7 million media buy in favor of a first-of-its-kind experiential stunt: a

CREATOR ECONOMY

Smosh Pit’s Ascent To Teens’ Top YouTube Channel

Over the last year, Smosh Pit’s U.S. YouTube watch-time among 13-to-17 year-olds has ballooned by 60%, and the channel is now No. 1 for that age group on the platform. * The trick has been a consistent output (30-40 videos per month) over the last year, and a good

Super Bowl LX

For the Super Bowl, Viewers Rank Socializing Nearly As High As the Game Itself

56% of surveyed viewers said socializing with friends and family during the Big Game is key, per MX8 Labs.

BUSINESS OF DATA

The Business Of Data With Jon Lafayette: Going Direct for Transparency

Data is supposed to help you understand the world and make better decisions. If the data are dodgy, things don't work as well. This week, we have a company offering transparency to boost its brand. As for the rest of this newsletter, I'm going to be