NBCUniversal is adding VideoAmp as a currency option for cross-platform advanced audience measurement and expanding iSpot.tv’s prior status as a currency provider for demographic buys to include advanced audiences, the media company is announcing today at its One23 developer conference in New York.

Measurement on the agenda

Madhive’s Marino is keen to hear a maturation on the topic of connected TV measurement which Beet Retreats have brought to life.

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.

The marketing here for Magic Mike’s Last Dance has largely been TV spots on Warner Discovery channels. iSpot estimates that Warners spent just under $9M on TV spots that generated 1.37 billion impressions across TLC, Investigation Discovery, TBS, Food Network and Discovery Channel and on shows like The Big Bang Theory, Diners Drive-Ins and Dives, Dr. Phil, Young Sheldon and 90 Day Fiance – The Other Way.

While the Super Bowl this week is not a big draw for pharma, the Grammys provides a better opportunity to promote its products, and there were eight names all vying for your attention this year, according to data by real-time ad trackers at iSpot.TV and shared with Fierce Pharma Marketing.

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.

Advertisers spent about $17.7 billion on national U.S. linear TV sports programming last year, up from $14.9 billion in 2021, according to iSpot.tv data. The total does not include regional sports network or streaming ad spending.

As for advertisers in the NFL, the 10 biggest spenders bought a cumulative total of $1.1 billion in advertising during the season, according to iSpot.tv data.

To learn more about how to interpret the chart, and what brands can learn from it, we spoke to CreatorIQ CSO Conor Begley.

Q: It’s interesting how relatively small or new brands can really punch above their weight, such as Jacquemus, which outperforms giants like Tiffany and Celine for instance. What can we learn from them?

So far, 17 Super Bowl ads have been released—and the overwhelming majority of them go for laughs. Only Dexcom and WeatherTech are bypassing humor, and those spots lean more informational than tear-jerking.

​​Pfizer debuted its first brand campaign for its Covid-19 treatment Paxlovid and mentioned in an Endpoints News Grammy Awards story yesterday, but it’s worth noting again. Until now, Pfizer has been encouraging people to go to a healthcare provider quickly — to the tune of more than $108 million in NFL TV ad placements alone, according to real-time TV ad tracker iSpot.tv.

Dupixent registered 3.2 billion impressions during the month and had an estimated national TV ad spend of $34.5 million, according data from iSpot.tv released Monday afternoon. The top network for impressions SOV for the drug was ABC, while the top program was World News Tonight With David Muir.

Levin says marketers have at first used traditional Nielsen demographics.

“But over the last eight years since we started the ad business, we’ve seen actually that’s continuing to decline and using first-party data, finding a more precise audience, has become by far more predominantly used across our platform,” she says.

But top-spending brands Coinbase Global Inc. and eToro Group Ltd. raised their spending to $2.8 million and $1.9 million, respectively, on broadcast TV ads in December, according to measurement firm iSpot.tv. While the amounts are lower than a year ago, they have risen from paltry sums in the near past.

Understanding customers and meeting them where they’re at is everything. For years, we’ve invested in the Consumer Trends Index (CTI) to bring the voice of the customer to life. It is our goal at Marigold to help our customers understand their audience on a deeper level to build those important long-lasting relationships. This annual project, and the multiple reports created for regions and industries, will help you better align your marketing efforts to what your customers actually want and need.

Messaging is a “key differentiator” in consumers’ perceptions of brands, and brands that prioritize building relationships and adding relevance to their messaging are more likely to be viewed as preferred, according to a new study [download page] from Marigold (previously CM Group). The report’s results indicate that consumers’ desire to be given the royal treatment by brands is increasing.

The problem is ACR data is limiting. It only measures what’s being watched on TV, not who is sitting on the couch watching. Knowing which household members saw a show or ad is a major hurdle for both advertisers and programmers. The industry mostly relies on probabilistic extrapolations. So, if there is an NFL game on and a 55-year-old male is in the house, it is probable that he is the one watching.

After being crowned not just December’s biggest TV drug ad spender but also being No. 1 throughout last year, AbbVie’s Rinvoq started 2023 in its now accustomed top spot.

AbbVie’s JAK inhibitor topped the charts last month with an impressive $41.3 million in spend for its TV ads in January, up on the $40.6 million in December. That’s according to data shared with Fierce Pharma Marketing by real-time ad tracker iSpot.TV.

Both the purpose and the brand have done well with the Super Bowl, which is why it’s willing to re-up again for the most expensive buy in TV, Crook said. Estimates from iSpot.tv peg the Unilever brand’s overall spending on TV at $11 million to $14.5 million each of the past three years, and this year’s reported $7 million price tag for a 30-second spot would consume nearly half that or more.

The spots give advertisers a chance to be seen by what is usually television’s largest audience each year as the Kansas City Chiefs take on the Philadelphia Eagles. More than 150 million people across platforms watched Super Bowl LVI, according to iSpot.tv.

State Farm, which worked with Infinity Marketing Team on the effort, plans to amplify the effort with posts from other TikTokers such as Spencer X, Michael Le and McKenzi Brooke. The brand will also run commercials about the contest on linear and connected TV this week. State Farm spent an estimated $29.9 million on NFL playoffs advertising, according to iSpot, ranking fifth among brands