Super Bowl Blowout Highlights Importance Of Exact-Ad Measurement

This year's Super Bowl may have been a bust from a competitive standpoint, but the biggest TV program of the year still delivered for advertisers and rightsholder Fox.

Data from iSpot's Super Bowl LIX report revealed that the game reached an average minute audience of 124.3 million people in the U.S. Digging into the individual spot airings, though, shows that ad impression deliveries differed significantly based on where they appeared during the game.

• Nike's " So Win" aired close to halftime and scored the largest ad audience during the game, at 108.6 million P2+ impressions, according to iSpot.
• But as the game came to a close, with the Philadelphia Eagles up big, audiences were dropping like flies; Totino's "Chazmo Finally Goes Home" only hit 90.8 million P2+ impressions; a nearly-20% difference during the same game.
• And that's during the Super Bowl, too. As iSpot has discussed before in research released by Dave Coletti, regular season blowouts can see even larger attrition rates from audience peaks to their lowest points; emphasizing the importance of second-by-second measurement.

iSpot's full Super Bowl LIX wrap-up can be found here. And for more on TV ad insights, get in touch with an analyst at The Measure today.