Super Bowl - THE MEASURE

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Super Bowl

A collection of 90 posts

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

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

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

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.”

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

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.

How Squarespace Mastered Cinematic Storytelling to Drive Super Bowl Intent

How Squarespace Mastered Cinematic Storytelling to Drive Super Bowl Intent

Squarespace has cemented its status as a Super Bowl mainstay by consistently pairing standout creativity with innovative storytelling. For over a decade, the brand has leveraged "cinematic" spots and A-list celebrity talent—including Zendaya, Adam Driver, and Martin Scorsese—to share deeply human stories. iSpot’s assessment of

Star Power vs. Soundtrack: What Boosts Consumers’ Enjoyment of Ads?

Star Power vs. Soundtrack: What Boosts Consumers’ Enjoyment of Ads?

More than half of consumers say music plays a key role in the ads they enjoy most, MX8 Labs found.

Super Bowl Prediction: Commercials Will Feature Celebrities

BUSINESS OF DATA

Super Bowl Prediction: Commercials Will Feature Celebrities

iSpot data also show ads tend to feature “buy now” brands and humorous content

Top 5 Key Takeaways from Rocket Mortgage’s “Room to Dream” Campaign

Top 5 Key Takeaways from Rocket Mortgage’s “Room to Dream” Campaign

Rocket Mortgage recently extended its "American Dream" narrative with the Christmas Day premiere of “Room to Dream.” Developed by their internal creative team, Dream Factory, with an assist from their new AI-integrated workflow, the :30 spot features Detroit Lions running back Jahmyr Gibbs. By opting for a high-profile

NBCU Heads to Medal Stand With Record-Setting Sellout of Olympic Ad Inventory

BUSINESS OF DATA

NBCU Heads to Medal Stand With Record-Setting Sellout of Olympic Ad Inventory

NBA All-Star game also sold out

Pfizer's Super Bowl Spot Remains Knockout By Ad Likeability

Pfizer's Super Bowl Spot Remains Knockout By Ad Likeability

Pfizer's 2025 Super Bowl ad, "Knock Out," was a big winner after the Big Game in February. And it winds up the same held true at the end of the year, too. A new report from iSpot showcases top creatives of 2025 by a variety of

Pfizer's 'Knock Out' Still 2025's Most Likeable Ad So Far

Pfizer's 'Knock Out' Still 2025's Most Likeable Ad So Far

The year's most likeable TV ads primarily tugged on heartstrings, according to new first-half data from iSpot. Even months after the Big Game, two of the three most likeable spots (by creative assessment results) were Super Bowl spots: Pfizer's "Knock Out" and Rocket Mortgage&

Linear Still Dominates TV Ad Impressions, But Connected TV Gains In 1H 2025, Says iSpot

BUSINESS OF DATA

Linear Still Dominates TV Ad Impressions, But Connected TV Gains In 1H 2025, Says iSpot

'Fragmented viewing calls for a true read on incremental reach and conversions to understand where–and how–ads are having an impact, iSpot said

Michelob Bubbles Up As NBA Playoffs' Top Advertiser (So Far)

Michelob Bubbles Up As NBA Playoffs' Top Advertiser (So Far)

As fans wait for the NBA Finals to start on June 5, it's worth a look at which advertisers were the playoffs' most-seen over the course of the first three (largely exciting) rounds. Data from iSpot shows the top brands by household TV ad impressions during the

Live From –TikTok – It's Saturday Night

Data Dose Newsletter

Live From –TikTok – It's Saturday Night

This week's newsletter is sponsored by: This Week On The Measure: * SNL 50’s Social Video Success * Dramas Win With TV Viewers * Taking Bites Out Of Ad Breakthrough * Pfizer Knocks Out Super Ad Likeability * Does Apple TV+ Need More Variation? * This Week’s Free Report: iSpot’s Super

Tom Cruise’s Super Bowl Presence Was the Color of Money

Tom Cruise’s Super Bowl Presence Was the Color of Money

Tom Cruise has been box office gold for decades, but now in his 60s, his presence at Super Bowl LIX has proved he is the go-to A-list celebrity for major sports event activations — especially when they align with his blockbuster releases like Top Gun: Maverick and Mission: Impossible. According to

Rocket Records Consumer Intent Win Among Super Bowl Spots

Rocket Records Consumer Intent Win Among Super Bowl Spots

With 2025's "Buy-Now Bowl" promoting immediate action for consumers to purchase goods/services after seeing Super Bowl ads, you could argue that purchase and visit intent has never been more important for advertisers. iSpot's annual Super Bowl TV transparency report showcases some of the

Super Bowl Blowout Highlights Importance Of Exact-Ad Measurement

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.

MarketCast: Most Likable Super Bowl Ads Were Celeb-Free

MarketCast: Most Likable Super Bowl Ads Were Celeb-Free

While the Super Bowl featured a ton of celebrity star power across the board in order to connect with audiences and drive brand awareness, consumer research company MarketCast found the top five most-liked ads during the Big Game were pretty much celeb-free: None of them featured an A-list star. The

39% of 25-34 Year Olds Said Taylor Swift Influenced Super Bowl Interest

39% of 25-34 Year Olds Said Taylor Swift Influenced Super Bowl Interest

Aside from the game itself and the commercials, there’s another factor that may have had viewers tuning into the Super Bowl this year: Taylor Swift. Although her beau Travis Kelce and his Chiefs were defeated by the Eagles, Swifties were no doubt eagerly watching for shots of her in

ULTA Takes TikTok Title For Super Bowl

ULTA Takes TikTok Title For Super Bowl

TikTok's social footprint was alive and well during the Super Bowl this year, as data from Tubular Labs' reveals. On Feb. 9, U.S. TikTok videos about the Super Bowl generated 600 million views, with nearly 42% of those coming from individual creators * U.S. brand pages

Stellantis Takes Divergent Approaches With Super Bowl Ads

Stellantis Takes Divergent Approaches With Super Bowl Ads

Ram Trucks went for the outlandish, while Jeep's heartfelt spot evokes Americana.

Insights for Pharma Super Bowl Ads

Insights for Pharma Super Bowl Ads

Pfizer wins for likeability, while the Hims & Hers ad was more polarizing for audiences.

Doritos, Bud Light Lead Super Bowl Ads for Brand Recognition

Doritos and Bud Light tied both had 93% brand recognition, 19 points above the norm.