TV ADVERTISING

A collection of 404 posts

TV ADVERTISING

How Starbucks Blends Big Game Hype With Olympic Spirit

Starbucks is continuing its "Back to Starbucks" turnaround strategy by bypassing an in-game Super Bowl slot in favor of a cinematic presence surrounding the game and the Milano Cortina Winter Olympic Games. The "Coffee Run" campaign, developed by Anomaly LA, features a delivery driver traversing Austrian

Super Bowl

Super Bowl LX: Which AI Ads Won For Likeability?

AI-focused ads faced an uphill battle with many consumers during Super Bowl LX. Between the sheer number of AI ads (23%, as Adweek noted while citing data from iSpot) and the ongoing fears from audiences, these ads faced some unique challenges. Several met the moment, however, by emphasizing the human

TV ADVERTISING

Toyota Goes for Heartfelt Vibes with Super Bowl LX Ads

Automakers are not the driving force for Super Bowl ads that they once were. During this year’s game, auto brands accounted for just under 5% of total ad minutes, down from 7% last year and a huge decrease from the 40% in 2012's Super Bowl, according to

TV ADVERTISING

Animals, Children Played Super Bowl LX To Draw

The team with the animal mascot (the Seahawks) won Super Bowl LX, but what about the ad battle? How did animals fare during commercial breaks? Data from iSpot expands upon the data behind popular Big Game costars like kids and animals to see who came out ahead: * For years, animals

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

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

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.

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.

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

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.”

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

TV ADVERTISING

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

REPORTS

A Unified View Of TV & Video Ad Trends

As streaming continues to grow and audiences fracture, TV has gone from a single destination to an extensive video ecosystem where everyone has their own niche. The result? Fragmented viewership — which is forcing a transformation in how ad performance is evaluated. iSpot's new report, Unified TV & Video

TV ADVERTISING

Automakers’ Fuel Purchase Intent With Year-End Sale Promos

Four of the top five non-luxury auto ads, as ranked by iSpot’s positive purchase intent analysis, promoted sales events.

TV ADVERTISING

2025's Top Networks By Retail Ad Conversion Lift

In 2025, measurement evolved from a post-campaign scorecard to a more active and optimized approach: Did this ad placement generate in-person and/or online sales lift? By shifting ad budgets based on real-world outcomes, advertisers are turning media planning into a better engine for revenues. Data from iSpot's

TV ADVERTISING

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.

TV ADVERTISING

How IHOP Turned Fantasy Punishments Into a Branding Powerhouse

IHOP recently capitalized on a legendary cultural phenomenon: the 24-hour pancake-eating punishment for last-place fantasy football finishers.  By partnering with the New York Giants’ Malik Nabers—whose season-ending injury doomed many a fantasy roster—the brand successfully transformed a "seasonal heartbreak" into a massive cultural moment. This strategic

SPORTS

NFL Season's Top Advertisers: Insurance Wins

On the field, this NFL season was one filled with parity and the unexpected – especially without one clearly dominant team and the long-successful Chiefs stumbling to their first losing season in 15 years. The added intrigue seemed to pay off for TV networks and advertisers as well. On the advertiser

REPORTS

What's The Current State Of Advertising Pay?

Advertising has changed significantly in recent years, with major disruptions to everything from talent strategies and production geographies, to targeting, segmentation and campaign economics.  Understanding these shifts is essential for brands and agencies of all sizes, which is why Extreme Reach has released its new XR State of Pay report

TV ADVERTISING

57% of Consumers Fatigued By Volume of Pharma TV Ads

MX8 Labs' report highlights a complex relationship between viewers, drugmakers and the ads designed to shape conversations with clinicians.

TV ADVERTISING

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

BUSINESS OF DATA

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

NBA All-Star game also sold out

TV ADVERTISING

Greased Sleigh-Ridin': Capital One's Short-Form Holiday Creative Drives Max Intent

Capital One's holiday campaign, "Greased Sleigh-Ridin'," successfully blended pop culture nostalgia with festive humor, proving that even a highly entertaining, condensed creative can be a powerful driver of business outcomes. According to data from iSpot, the :15 cut, featuring John Travolta as a cash-back-obsessed Santa,