This isn't the first time Faris has headlined a major campaign. The "Dictator" star lent her talents in 2018 to promote the Atom Tickets app (via iSpot.TV). Audiences can find out more about Faris' Avocados from Mexico ad when it debuts during the Super Bowl on February 12, 2023.

In today’s digital landscape, consumers have quickly become the driving force of how businesses conduct their marketing and customer-facing operations. As such, it is essential that brands stay abreast of consumer expectations in order to keep up with the changing times.

To help marketers navigate consumers’ changing viewpoints, Marigold – the newly relaunched global relationship marketing pioneer (formerly CM Group) – recently released new research that uncovers what consumers expect from the brands they do business with online, the channels they want to connect on for more personalised experiences. The 2023 Consumer Trends Index data also uncovers the formats, services, and behaviours customers expect from brands in advance of a potential recession

And while the trip’s sales impact remains to be seen, data from Tribe Dynamics indicates Tarte did in fact reap the benefits of an upswing in social media engagement, nearly doubling its earned media value month-over-month.

EMV assigns a unique value to a piece of content based on engagement that this content receives from users, as well as the platform that this content was published on, and attributes that value to brands mentioned in this content.

With 253.9 million TV ad impressions, Honda’s “Act of Determination” takes first place in iSpot.tv’s ranking of the most-seen automotive ads for Jan. 23-29. The spot, which debuted in mid-January, aired over 1,400 times – more than twice as often as the other ads on the chart. Although it aired just two times during NFL games, football delivered over 21.1 million TV ad impressions for the commercial.

According to TV ad tracking firm iSpot.tv, these were the top 10 brands advertising on TV during the 2023 NFL Playoffs leading up to the Super Bowl, as ranked by estimated national TV ad spend:

Marigold’s 2023 Digital Consumer Trends Index research finds brand loyalty is on the rise as consumers report a willingness to pay more to purchase from their preferred brands.

Marigold, in partnership with Econsultancy, released its 2023 Digital Consumer Trends Index report — a global study across consumer and brand engagement trends. The research found that 59% of consumers will happily pay more to purchase from their favorite brands, which has increased 4% since 2022.

The most important thing to consumers is the program -- sports, entertainment or otherwise.

Next is how they get it. A recent poll by Adtaxi, a digital marketing company, had some 1,056 responses to the question: ”Which of the following best describes how you will primarily consume the 2023 Super Bowl?

iSpot reports the commercial attention rate for Super Bowl ads last year were, on average, 36% higher than all networks/programs on that day. In addition, the commercial completion rate was 98.6%.

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: Progressive’s new TV Dad character (Reginald VelJohnson) returns—and this time he’s got an adorable puppy with him. (Watch a previous installment of the campaign in the Jan. 18 Hot Spots.) McDonald’s reminds us that we can “earn free food with the app.” (See also: “McDonald’s to open 1,900 locations this year,” from Crain’s Chicago Business via Ad Age.) And Starbucks says, “It’s clear that a little kindness is never really little.”

And others are eyeing the FAST space at a time when the format continues to gain popularity and is poised for growth. A recent report from TVREV projects FASTs share of TV ad spend will surpass that of broadcast, cable or SVOD by 2025 to reach around $33.7 billion, and grow further to account for a whopping 42% share by 2027.

Whether Beyoncé sets the Grammy award wins record or not this weekend, her audience is already winning with certain product categories at Target. Consumer Insights data from Tubular Labs below shows which product categories Beyoncé’s VEVO audience is most likely to shop for at Target, perhaps telegraphing future brand partnerships for the superstar.

For the third straight year, Hellmann’s is running out a remarkable amount of talent for a brand that has spent—inclusive of the Super Bowl—between $11 million and $14.5 million in total on TV ads during each of the past three years, according to iSpot.tv estimates.

“Maybe we should go back to medieval times, when there was a great spot and viewers saw it for the first time and had a chance to be surprised and loved it."

Still, the teasers continue -- many with celebs, who had ” had a strong presence in last year’s Super Bowl spots—with 74% of the ads “casting at least one famous face," according to iSpot.tv.

Notably, Fire Country scores the highest iSpot Attention Index (113) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s most-promoted programming ranked by TV ad impressions.

For the third straight year, Hellmann’s is running out a remarkable amount of talent for a brand that has spent—inclusive of the Super Bowl—between $11 million and $14.5 million in total on TV ads during each of the past three years, according to iSpot.tv estimates.

And that cost is significant. Programmatic ad platform Good-Loop estimates that in 2021, Super Bowl advertisers generated around 2m tonnes of CO2 through digital advertising. For context, that’s the same amount of carbon emissions produced by around 100,000 Americans in one year.

It calculated this using iSpot.tv data, which suggests 56 advertisers and their 67 spots brought in more than 6.3bn TV ad impressions, 26m online views, and 64bn social impressions.

Madhive, which operates a self-service platform for TV advertising, has hired Kristin Wnuk as Senior Vice President of Sales. In this new position, she will build on Madhive’s success powering streaming campaigns for local broadcasters and advertisers, continuing to drive adoption of the company's infrastructure solution for modern TV advertising.

Simple though it may be, the campaign was effective. Though it’s too early to determine EMV (earned media value) across social media, according to Tribe Dynamics, the firm that calculates the metric, the ensuing online chatter was quick and obvious. “Damn, I wish I’d thought of that,” one marketer wrote on Twitter. Consumer reception was positive, too: “Not me wanting to buy everything from Skims because they got the two women from White Lotus as a part of the campaign,” another Twitter user wrote.

A recent study by Cheetah Digital concludes that around 62% of users reject this type of targeted ads, and the real figure may be even higher. Considering these misgivings, it seems clear that the message from a company that advertises its products or services in this way can be contradictory.

He joined CBS commentating for the NFL shortly after his retirement and also managed to star in a large number of commercials. These include ads for Google Home, a series of ads for the National Cattlemen's Beef Association promoting — you guessed it — beef, Subway, Pizza Hut, Corona beer, and the 2021 Super Bowl Skechers advertisement (via iSpot.tv).