TV ADVERTISING - THE MEASURE (Page 3)

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TV ADVERTISING

A collection of 415 posts

A Unified View Of TV & Video Ad Trends

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

Automakers’ Fuel Purchase Intent With Year-End Sale Promos

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.

2025's Top Networks By Retail Ad Conversion Lift

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

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.

How IHOP Turned Fantasy Punishments Into a Branding Powerhouse

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

NFL Season's Top Advertisers: Insurance Wins

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

What's The Current State Of Advertising Pay?

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

57% of Consumers Fatigued By Volume of Pharma TV Ads

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.

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

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

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,

How PepsiCo Navigates the "Purity" Play in "The Renaissance of Snacking"

How PepsiCo Navigates the "Purity" Play in "The Renaissance of Snacking"

PepsiCo is currently restructuring its North American portfolio to accelerate innovation and deliver a clearer strategic direction, a move driven by a $4 billion stake from Elliott Investment Management. As part of this evolution toward simpler, more transparent products, the company recently launched the Simply NKD line for Doritos and

Holiday TV Ads' Strong Head Start

Holiday TV Ads' Strong Head Start

This year, holiday TV ads got off to their strongest start since at least 2022, as brands extended the shopping season into early October. Data from iSpot – first shared with The Wall Street Journal – shows that holiday-related national linear TV ad spend was up over 13% year-over-year dating back to

The UPS Store’s 'A Gift for Mom' Ad Outruns Its Own Delivery Time

The UPS Store’s 'A Gift for Mom' Ad Outruns Its Own Delivery Time

The UPS Store’s recent holiday ad, “Holidays: A Gift for Mom” (:60), successfully broke through the holiday advertising noise with an emotionally rich story for the season. According to iSpot, here are the key insights from viewer response on the creative effectiveness of the spot: * Emotional Connection Was Key:

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

How The Grinch Stole Purchase Intent For Walmart

How The Grinch Stole Purchase Intent For Walmart

Walmart successfully mastered the most demanding season of the year by solving the modern marketer's challenge: blending high-impact creative with clear commercial drivers. This strategy delivered immediate, measurable results, proving that utility and entertainment can coexist. Walmart holiday campaign’s shortest, most tactical creative “All Week” exemplifies this

Unmasking Reality: Mint Mobile's "MINTernet is Real" Ad Performance

Unmasking Reality: Mint Mobile's "MINTernet is Real" Ad Performance

In a bold move that capitalized on the latest cultural frenzy—the conversation around AI-generated personas—Mint Mobile launched its "MINTernet is Real" campaign to spotlight the affordability of its 5G service. With an irreverent tone and the familiar face of owner Ryan Reynolds, the anchor spot positioned

B2B Brands Bet On Soccer For TV Ad Conversions

B2B Brands Bet On Soccer For TV Ad Conversions

Despite limited ad breaks during soccer matches, the sport was still a strong source of online lift conversions for B2B brands during Q3 2025. Data from iSpot's Q3 Unified TV & Video Ad Snapshot reveals the programs that delivered for B2B, with soccer and other live sports largely

Top 5 Ways Applebee's Scored Big with its NFL Kick-Off Campaign

Top 5 Ways Applebee's Scored Big with its NFL Kick-Off Campaign

Applebee's successfully kicked off its second NFL season as the league's official Grill + Bar sponsor with a star-driven campaign that resonated with fans and drove strong intent. Here are five key strategies that contributed to their success: 1. Leveraging Star Power for Persuasion: The campaign featured

GEICO Leads the Pack For World Series Game 7 Ad Breakthrough

GEICO Leads the Pack For World Series Game 7 Ad Breakthrough

The 2025 World Series wrapped up with an unforgettable Game 7 between the Los Angeles Dodgers and Toronto Blue Jays — and brands were just as competitive as the players on the field. MarketCast’s analysis of advertising during the decisive game reveals which spots truly resonated with audiences by breaking

Capital One Leads Brands Banking On Baseball Ads

Capital One Leads Brands Banking On Baseball Ads

On Saturday, the Los Angeles Dodgers won a thrilling game seven to take home their second consecutive World Series title over the Toronto Blue Jays. And while L.A. took home the win on the field, the extensive series had some big winners off the field as well in the

Big Box Shoppers Are Big On Watching Broadcast TV

Big Box Shoppers Are Big On Watching Broadcast TV

The price tag attached to broadcast programming – especially live sports – may be high. But for many industries, it's also warranted because of the reach it provides intended audiences. Case-in-point? Big box retailer shoppers were most likely to watch Big 4 networks and sports in September 2025, according to