Rain the Growth Agency, the leading independent, performance-minded, fully integrated DTC advertising agency, has announced a strategic partnership with iSpot.tv, the real-time TV measurement company.

The agreement allows Rain the Growth Agency's roster of advertisers efficient and standardized access to iSpot's full funnel approach to measurement. From media measurement and competitive tracking to conversion analytics and TV/OTT cross-platform verification—the agency is equipped to prescribe the capabilities of the iSpot platform based on a brand's unique KPIs, and integrate third-party verification into customized dashboard

GroupM, the media investment arm of WPP, has teamed up with media companies from all over the world to collaborate on developing new standards for measuring CTV and the viewability of streaming video. The initiative is the product of a joint study conducted with the TV ad measurement company iSpot. The study quantifies inflated CTV ad delivery counts and reveals that 8-10 per cent of streaming impressions play when the TV is turned off, primarily through ancillary devices.
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According to Sean Muller, the Chief Executive Officer of iSpot.tv, “This approach to verifying CTV allows us to quantify a complex problem comprehensively.” “What is more important is that it provides insights and a pathway for solving an important issue that the industry is facing,”

Automakers spent 23% less on advertising in June, according to iSpot. Ford suggested it may cut its entire electric vehicle ad spending budget. Microsoft also halted TV ad spending last month, citing inflation and interest rates.

In March, it said it will activate iSpot.tv’s cross-platform audiences as currency for national ad buys to compete with Nielsen.

National TV ad spending is 20% lower at $593.5 million versus $745.9 million for the same pre-pandemic period in 2019 -- according to iSpot.tv estimates.
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This year, so far, movie studios have pulled in 43.7 billion national TV impressions (from 139,279 airings of national TV commercials for movies). In 2019, the total was 83.5 billion impressions for that same six-month period (from 259,680 airings).

This year, Universal Pictures has spent the most of any studio, according to iSpot.tv estimates -- $167.5 million.

For one thing, social video is not limited to just 30 seconds, so they can go into more depth. Byn nature, social video is also interactive, so consumers can see what other people, not just the influencers, have thought about the product.

Which is why it is well worth noting that thanks to an update of Tubular Labs’ Consumer Insights product, brands can not only track consumer behavior on Amazon and Walmart after seeing a particular video, they can understand consumers’ post-viewing search and web browsing behaviors too.

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Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.)

A few highlights: Kohl’s promotes its Buy-1-Get-1-for-$1 deals, plus its Summer Cyber Deals. Marshawn Lynch helps Subway hype its new sandwich called The Monster. And Verizon wants you to know that it offers Verizon Unlimited mobile service at just $30 per line for your whole family.

Brie Larson remains a fixture on TV, as Nissan’s commercial starring the actress, “Today Is Made for the Thrill: Why Wait for Tomorrow?” stays atop iSpot.tv’s list of the most-seen auto ads.

Automakers are re-evaluating their relationships with TV advertising as economic pressures mount. The industry’s TV spending dropped 23% in June compared with last year and has shifted away from local advertising, according to iSpot.TV.

A year ago, “The 2021 ESPYS” brought in an estimates $1.6 million in national TV advertising, according to iSpot.tv.

Major advertisers that year included Dove Men+Care, Blue Moon, MassMutual, Hotels.com, Gatorade, Pizza Hut, Subway, T-Mobile, Capital One, and Wheels Up.

MadHive, the leading technology company engineered for modern TV advertising, today announced an alliance with TransUnion, a global information and insights company, to help advertisers navigate identity challenges across household and individual-level activation. The combination sets a new standard for privacy-minded identity and precise audience reach at scale in streaming TV channels and beyond.

“The foundation of MadHive’s ability to accurately connect the dots for advertisers rests on our device graph purpose-built for modern, programmatic TV,” said Luc Dumont, SVP of Business Development at MadHive. “With this partnership, advertisers will be able to bridge the gap between household-level and individual-level digital buying, which continues to be a challenge for linear TV.”

Ad tech company MadHive said it is working with TransUnion to deliver more precisely targeted connected TV ad campaigns.

The companies are aligning MadHive’s CTV Device Graph with TransUnion's people-based data to enable buying at the individual level. Advertisers will be able to maximize return on investment and enable publishers to optimize the monetization of the premium TV inventory, they said.

National TV paid advertising spending from April 10 through July 10 was estimated to be $219.9 million -- up 38% from $159.2 million over the same period in 2021, according to iSpot.tv. At the same time, media value has dropped 17% to $157.0 million (from $188.3 million).

Compared to the first half of 2019, nearly twice as many DTC brands appeared on TV in the first half of 2022. And compared to the same period last year, these brands have managed to both spend more (+20.5% year-over-year) and been seen more(+8.6% impressions). But which brands are driving the continued DTC growth, even as pandemic conditions that helped drive initial increases fade?

The notion that consumers use social video to educate themselves about products and brands’ desire to learn more about the consumer journey that follows viewing those videos is at the crux of Tubular Labs’ plan to extend their Tubular Consumer Insights product to include web viewing and search behaviors. This builds on the product’s existing ability to tie social video viewing to shopping behavior on AmazonAMZN -3.3% and WalmartWMT -0.4%, the world’s two largest retailers.

ViiV spent $8.3 million across all of its TV ads in June, according to the latest data from the real-time TV ad trackers at iSpot.tv, with the majority of this going to "Detect This."

That spend put Dovato in the top 10 pharma TV ad spenders last month—unusually for it and for any HIV drug. It came in seventh place across the entire industry.

Automakers estimated TV spending dropped 23% in June compared to a year ago, according to iSpot.tv.

The June 2022 estimated national TV spending was $161.3 million compared to $209.2 million for the same month in 2021.

She cited media measurement firm iSpot.tv as a company that is providing data to help set the value of ad transactions – or a “currency” in industry parlance. More than 30% of the brands that participated in NBCUniversal’s test-and-learn project were clients of iSpot.

"Thor" has totaled 1.3 billion in impressions, coming from 4,611 airings since April 30, according to iSpot.tv.
Total paid estimated Disney national TV advertising spending was $13.3 million.
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Total lifetime advertising spend for the movie so far -- according to a iSpot’s projection -- has “Minions” at an eye-popping $37.8 million in lifetime national TV spending, resulting in 1.7 billion impressions, from 5,866 commercial airings.