Here’s a snapshot of TV by the numbers for the week of Feb. 6-12, highlighting the most-watched shows and networks with data from Inscape, the currency-grade smart TV ACR data provider and data technology division of Vizio with insights from a panel of more than 20 million opted-in TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

Fox has been optimistic, predicting that viewership will top the audience record of 114.4 million, set in 2015 with the New England Patriots’ 28-24 victory over the Seattle Seahawks, which aired on NBC. That game stands as Nielsen’s most-watched TV program of all time.

A preliminary estimate from iSpot.tv puts viewership ahead of that record at 118.2 million viewers.

According to an analysis by iSpot.com, a spot for The Farmer’s Dog had the highest Ace Score, which measures the impact of video advertising. The Farmer’s Dog commercial also scored highest as the most persuasive and most likable commercial during Super Bowl LVII.

iSpot offered a more detailed look at the PopCorners commercial, which was teased extensively ahead of the Super Bowl.

Nearly one-year to the day that NBCUniversal released the first-ever Super Bowl ratings analysis from a source other than Nielsen – it’s soon to be accredited TV advertising currency iSpot – Nielsen still is being cited for the Big Game’s audience delivery, but not as exclusively as it once was.

Research by Ace Metrix, a unit of TV ad measurement firm iSpot.tv Inc., crowned Jeep’s Super Bowl commercial as the most likable of the night. The ad shows wild animals dancing as a pair of Jeeps drive by blasting the song “Electric Boogie.”

TV advertising measurement firm iSpot.tv has been busy asking consumers what they thought of all the Super Bowl LVII commercials as part of its iSpot Creative Assessment service. (The offering grew out of iSpot’s 2021 acquisition of Ace Metrix.)

iSpot showed each national Super Bowl ad to a unique panel of 500 people and then had the panelists fill out standardized surveys to gauge if they thought a given ad was likable, informative, etc.

Nielsen competitor iSpot.tv said Super Bowl LVII on Fox had an average-minute audience of 118.2 million viewers, a higher figure than the 113 million estimated by Nielsen.

Media companies have been pushing for alternatives to Nielsen, especially after Nielsen was found to have undercounted viewing during the pandemic.

NBCU has been a leading force in pushing measurement away from Nielsen’s decades-long dominance to a multi-currency landscape. The company’s announcement at last year’s One22 that it would activate iSpot.tv’s cross-platform audiences as currency for national ad buys was largely seen as a blow to Nielsen, and the company has continued to work towards new standards for itself and the entire industry.

Last year, media buyer GroupM, working with measurement company iSpot.TV, found that many ads were being delivered to television and other devices that were turned off and not being watched by viewers.

The study said that the problem was costing connected TV (CTV) advertisers $1 billion in wasted impressions.

Warners would promote these limited titles on female-targeted networks on Warner Discovery (Zas is a big proponent of corporate internal synergies working toward the greater good). iSpot told us earlier this week that they monitored just under $9M in TV spot buys for Magic Mike’s Last Dance, a campaign that yielded 1.37 billion impressions, with runs on TLC, Investigation Discovery, Food Network, TBS, and the Discovery Channel, and on shows such as The Big Bang Theory, Diners Drive-Ins and Dives, Dr. Phil, Sheldon, and 90 Day Fiance- The Other Way.

That doesn't mean crypto commercials are gone for good. As ESPN noted, the markets have gone up and down, and it's possible ads for cryptocurrency

"Sometimes it's just better to stop talking and let the industry sort out, calm down, market stabilize, and then come back in when you've got a better story to tell," iSpot chief strategy and insights officer Peter Daboll told ESPN.

There were 7.75 minutes of national ads for streaming services during the 2022 Super Bowl, up from 6.25 minutes in 2021 and 3.25 in 2020, according to ad-measurement firm iSpot.tv Inc.

This year, that growth was likely to continue, said iSpot Chief Executive Sean Muller.

“The Super Bowl has now become a battleground for the streaming wars,” Mr. Muller said.

Some of the reason for ad rates rising despite this erosion in value, according to Peter Daboll, chief strategy and insights officer at iSpot, which measures the effectiveness of TV ads, has been the effectiveness of TV ads, or “image advertising.” At least on an emotional level. If that adorable little shelter puppy hadn’t made friends with the Budweiser Clydesdales, putting a lump in the throat of many a macho NFL fan, maybe the ad rate wouldn’t have jumped 16% between 2021 and 2022.

ISpot has spent the week leading up to Super Bowl LVII previewing ads from the biggest companies that will air during the game and cost an average of $7 million for 30 seconds. The company’s creative assessment platform tracked the "likeability" of each ad and ranked them.

• Logan Paul has a 2.95% engagement rate on Instagram, which puts him in CreatorIQ’s “good” category. (Rating engagement levels across social platforms is one way that CreatorIQ sniffs out dubious creators with huge followings that are heavily bot-driven.) On YouTube, his engagement rate is 5.68% (“good”), on Facebook it’s 0.3% (“excellent”) and on TikTok it’s 10.9% (“good”)

Earlier this month Disney Advertising, which operates ESPN among other properties, hosted an unusual three-hour, closed-door meeting with Nielsen executives spanning key players from across industry segments, according to people familiar with the matter. The meeting included executives from Disney rivals NBCUniversal, Paramount, Amazon, Google and Apple, plus the NFL, NBA and NHL sports leagues, and agencies including Omnicom Media Group, Publicis Media and WPP’s GroupM. The topic of conversation: live sports measurement.

Beer marketers spent $81.7 million on national TV ads last month, according to television ad measurement firm iSpot.tv Inc. Ad spending to promote nonalcoholic beer on national television, by comparison, totaled $9.7 million in January, up from $1.4 million in January 2019. Most of the spending came from Heineken’s efforts to promote its nonalcoholic brand.

Some consumers report seeing benefits from sharing their data with brands, while others feel that once they do so they’ve lost ownership of that data. New research [download page] from Marigold (formerly CM Group) finds that most consumers will trade their personal and preference data in return for various benefits, though how their data is used can cross over from cool to creepy.

We are pleased to share the latest exclusive report from CEW partner CreatorIQ, featuring data from over 100 marketers, this report showcases how organisations can evolve their creator marketing strategies to drive more impact.

For a long time, marketers confined influencer marketing to a single corner of their overall marketing programs. Those days are now over.

Research shows that as many as 60 per cent of consumers on social media follow CPG brands that interest them. Going into 2023, there’s no bigger social network than TikTok, and no greater opportunity for brands to reach audiences on TikTok than through creator-led campaigns.

So CreatorIQ has leveraged its first-party TikTok integration to give brands access to exclusive insights on TikTok creators and their content in the newly released Guide To TikTok Influencer Marketing for CPG Brands report. This report includes details on audience demographic data, trends in follower count growth, and top-performing videos, and much more.