To that end, iSpot data shows 19.0 billion in TV ad impressions and $354.3 million in est. national TV ad spend during last year’s playoffs — or 760 million ad impressions and $14.2 million in spend per game. Extrapolated out for the maximum number of games this year (the aforementioned 53), that’s 40.28 billion TV ad impressions and $752.6 million in spend. The added reach for brands and ad revenue for networks is why despite an effective sample size of 162 regular season games already, MLB still wants more games to crown its champion.

Some of the adtech that allows you to capture user data is thwarted by incognito browsers, security plugins and so on. About 26% of internet users blocked ads in 2019 and that percentage continues to grow. Cheetah Digital reports a 50% year-over-year increase in the use of incognito mode.

In addition to Lux Capital, Correlation Ventures, Climate Capital and Gokul Rajaram, other investors participating in the seed round include D4 Ventures, Esas Ventures, Paragon Ventures and 23 Fund. Individual investors include Commencis’ Firat and Fatih Isbecer, Livspace’s Ramakant Sharma, Tubular Labs’ Rob Gabel and additional executives and investors from Amazon, Apple, DoorDash, Goldman Sachs, Silverlake and SoftBank.

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: Apple hypes various features of iPhone 14 Pro, including 4K Cinematic Mode, in a spot that shows a filmmaker using it to shoot chase scenes. LeBron James stars alongside “Lily” (Milana Vayntrub) in the latest from AT&T. And Verizon tells the story of Christopher, a student enrolled in the Verizon Innovative Learning program.

And what a surge it was. iSpot ran the numbers for Endpoints News and found a massive jump in advertising that mentioned or directly addressed Covid-19. In the first quarter of 2020, Covid-related ads accounted for just $106 million in TV ads pending — remember Covid-19 was just beginning then and only labeled a pandemic by the World Health Organization on March 11.

However, that rocketed to a whopping $2.13 billion for the next three months. Covid-related advertising tallied another $1.2 billion in the third quarter and $1.62 billion for the last three months of 2020.

This week, iSpot shared data with Endpoints detailing how TV ad impressions and national TV ad spend around COVID themes have dipped considerably since the start of the pandemic — from a high of 389 billion in Q2 2020 to just 23 billion so far this quarter. But additionally, data shows how creatives shifted from being driven by retailers and restaurants to a pharma emphasis in Q3 2022. Further:

The aim is to measure the change over the period on such metrics as reach, awareness, brand affinity, purchase intent and sales, as well as the change in velocity of these measures, which can inform future growth predictions. Depending on audience targeting strategies, it can also provide important insights into target customer segments.


While we might not always measure brand lift directionally, we always want our KPIs to improve. Improvement equals growth (or as we call it “lift”). So whether they’re conscious of it or not, most brand marketers are always chasing brand lift.

Citing iSpot.TV data, Bloomberg reports beer marketers spent $60 million on TV ads in the last two weeks, with 70% of that going to NFL programming.

One of the benefits of CTV for political advertising is the ability to more narrowly target, including based on interest, as described in a recent report by TVREV analysts on political ads in the streaming CTV space. Written by TVREV co-founder and lead analyst Alan Wolk, the report noted that if the goal is to reach a voter on cable with more left-leaning views, the best option for linear is “The Rachel Maddow Show” on MSNBC and then work to find other shows that index high against that program’s viewers or viewers in a specific demo.

“Either way, you are going to get a lot of waste,” TVREV states. “On streaming, however, you can reach viewers who frequently watch Maddow by running ads on others shows they watch.”

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: Amazon Fresh says “an apron is just a reverse cape” in a spot that celebrates the “heroes” who prepare meals for their families and friends. Amp wants you to know that “on the Amp app, you can go live on air and play whatever kind of music you like.” And JustFab promotes its fall footwear selection.

The show enjoys millions of viewers from around the world. According to iSpot, the 2022 Super Bowl Halftime show had an average minute audience of 121 million. This has resulted in advertisers paying millions of dollars to get their products, 30 seconds of fame during the performance. According to Statistica, as of 2022, for 30-second Super Bowl TV commercials, brands cough up upwards of 6.5 million U.S. dollars.

“I save so much time scheduling customer meetings and tracking customer communication using Groove. Without it, my job would take at least twice as long.”– Amber H., Customer Success Manager, Campaign Monitor

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: Buffalo Bills quarterback Josh Allen helps Gillette hype its GilletteLabs with Exfoliating Bar razor. Instacart serves up a fresh 15-second TV cut of a continuing campaign starring Lizzo; this variation focuses on the platform offering access to “more than 900 retailers,” per an announcer’s voice-over. (Ad Age’s Erika Wheless has the backstory on the campaign: “Instacart’s biggest brand campaign features LIzzo’s grocery order.”) And GoDaddy says it offers “tools and support for every small business ‘first.’”

iSpot and Conviva announced that they will be sharing data in order to give networks a unified data set across streaming and linear.

This is a big step forward for TV measurement in that it incorporates linear, on-demand and time-shifted viewing data from broadcast and cable networks (iSpot) with data from those networks’ streaming apps (Conviva), in order to provide a more holistic cross-platform view.

Honda retains its No.1 position on the list this week on iSpot.tv’s ranking of the most-seen auto ads, backed by the highest estimated national ad spend of $5.3 million. That budget went both to big-ticket programming (NFL, college football, SportsCenter) as well as a wide-cast approach with over 2,300 national airings (nearly twice as much as the next most-aired ad).

2. iSpot and Conviva Join Forces For Unified Network Ratings
iSpot and Conviva announced that they will be sharing data in order to give networks a unified data set across streaming and linear.
This is a big step forward for TV measurement in that it incorporates linear, on-demand and time-shifted viewing data from broadcast and cable networks (iSpot) with data from those networks’ streaming apps (Conviva), in order to provide a more holistic cross-platform view.

Pfizer has been using a softly, softly approach when it comes to promoting its COVID-19 vaccine Comirnaty. But as the NFL season kicked off this month, the Big Pharma’s marketing strategy is going the extra yard.

That’s according to data and analysis shared with Fierce Pharma Marketing by real-time ad tracker iSpot.tv. These data find that since Aug. 22, ads for Comirnaty have aired 749 times on national linear TV, with a particular emphasis on NFL games, which started Sept. 9.

Breweries are still advertising on other NFL broadcasters. Beer brands have spent $60 million on TV commercials in the last two weeks, and 70% of that spending went to NFL programming, according to the measurement firm iSpot.tv. The top-spending brands were Corona, Michelob, Bud Light, Coors Light and Modelo. Jason Damata, a spokesman for iSpot.tv, said that a professional football game without a beer commercial is highly unusual, adding that it’s “hard to find an example of an NFL game without advertising from that category.”