iSpot estimates that Disney shelled out $23M in U.S. TV spots to promote Ant-Man and the Wasp: Quantumania, which is around the same spend for Avatar: The Way of Water, a bit ahead of Spider-Man: No Way Home ($21.6M), and slightly under Black Panther: Wakanda Forever ($27.1M), yet way ahead of Doctor Strange in the Multiverse of Madness ($17.7M) and Thor: Love and Thunder ($15.2M).

Spoiler alert: Each source showed a completely different result. You are number one, Farmer's Dog. And you are number one, Google Pixel. And you are also number one, GM/Netflix. And if you want to use the rankings from iSpot, Sprout, CBS or countless others, in the end, nobody loses! Yay!

A global survey from Marigold (formerly CM Group) finds 67 percent of U.S. consumers think ads based on location data are “creepy” with only 31 percent comfortable sharing their location in real-time.

Ads based on location data overall were found to be the most “creepy” among the marketing practices explored, just ahead of ads related to something they talked about near a smart device (63 percent) and retargeting ads derived from third-party cookie tracking (61 percent).

Earlier this week Ad Age published a post detailing the most liked Super Bowl LVII spots, according to consumer surveys conducted by iSpot’s Creative Assessment service (an offering that grew out of iSpot’s 2021 acquisition of Ace Metrix). To close out the week, here’s a short list of the Super Bowl ads that consumers thought were the funniest, also per iSpot. In order:

Both humans and animals get their groove on in Jeep’s “Electric Boogie,” which was not only the most-liked auto ad of the 2023 Super Bowl, but also the most-liked spot out of all the Big Game commercials, according to iSpot’s Creative Assessment.

"Many of the ads that elicited positive reactions during this year's Super Bowl were also among the most likeable prior to kickoff," said Peter Daboll, Chief Strategy & Insights Officer, iSpot. "The Farmer's Dog, PopCorners and Skechers leaned into tried-and-true Super Bowl approaches with humor, celebrities and/or pets, which scored best with audiences amid a collection of great ad creatives this year."

Creators’ larger presence at this year’s Super Bowl could also be part of more involvement to come as young audiences become tougher to reach:

A study commissioned by Coresight Research and Sailthru shows that most beauty retailers who think they excel in personalization are far from it. This could be because they don’t know about all the tools at their disposal, have not allocated a budget or have not yet understood its value. Even when they have, only 34% of consumers believe retailers provide personalized experiences that match their expectations. Hence this is an opportunity for most beauty brands and retailers to make the right investments and truly impress their customers.

Roughly 113 million people tuned in to last Sunday’s game, on par with the 112 million viewers from 2022, according to Nielsen. With the high viewership, brands that mostly leaned into humor, according to Nielsen competitor iSpot.TV, were able to drive above average purchase intent from viewers, with 22% of respondents indicating they were “much more likely” to purchase the advertised product after viewing an ad.

Logan Paul already has a wide audience: According to CreatorIQ, he has about 98 million followers across social networks, with his Instagram account as the one with the largest audience (25 million). KSI has a slightly more modest following: about 78 million across the big social platforms, with YouTube as his most popular account (24 million).

Among the surprises during this year’s Super Bowl was an appearance by MrBeast in the NFL’s “Run With It” ad. But a look at the creator’s social video audience showcases why he was actually a perfect fit for the league’s star-studded spot. Data from Tubular Labs reveals who MrBeast’s YouTube audience is also most likely to watch, including quite a few sports-centric accounts. Some of the most notable:

In response to Nielsen’s linear accreditation challenges and the demand to extend measurement across platforms, many broadcast companies have been testing out and adopting alternative providers, like iSpot.tv and VideoAmp.

“I’m very excited about how the next upfront is going to go,” says Fahey Rush. “I think that we’re going to see a huge increase in the amount of campaigns that are bought on alternative currencies.”

Temu ran spots in the first and third quarters during Sunday’s game followed by others during the postgame report and Next Level Chef, which followed the Super Bowl broadcast on Fox. Those spots made it the most-seen brand during and immediately following the Super Bowl, according to iSpot.tv, a cross-platform TV measurement firm, which spoke to RetailWire.

Legacy ratings provider Nielsen reported that 113 million people watched at least part of the Super Bowl, including household and out-of-home viewing, while iSpot claimed an average audience of 132.6 million, 17% higher than Nielsen.

Some context: iSpot has benefited perhaps more than anyone from broadcasters looking for alternatives to Nielsen. Last year, NBCUniversal chose iSpot as its measurement partner after an extensive search for a not-Nielsen currency. ISpot has consistently clocked superior ratings for other TV tentpole events.

There is little question that big data has the potential to generate greater profits. McKinsey and Company studied the use of big data in five different industries around the globe and found that the use of big data can increase operating margin by as much as 60%. At the same time, a study reported by the Marketing Accountability Standards Board (MASB) and marketing research firm Truthset found only modest agreement on basic demographic information across sixteen leading digital targeting data service providers.

Data from Tribe Dynamics shows that its earned media value last year was just over $71 million, less than half of its $152 million peak in 2019.

“They’re treading water from a social perspective,” said Conor Begley, Tribe’s founder. “That being said, we find that the brands that do well with social media tend to do well with specialty retailers… retail is almost as much a marketing channel as it is a distribution channel. Getting your product in front of a lot of people creates credibility for the brand.”

Nearly one year to the day after NBCUniversal released the first-ever Super Bowl ratings analysis from a source other than Nielsen – its 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.

By comparison, measurement company iSpot’s preliminary results showed the game drew an average minute audience of approximately 118.2 million viewers. The total household reach on linear and streaming on Fox and Fox Deportes was 59.9 million households, with an average of 48.3 million of them in the U.S., according to iSpot. The total across linear and streaming was 128.4 million viewers.

Samba surprisingly was the first to report numbers this year, albeit only at the household level. The early audience numbers from Nielsen and iSpot.tv weren’t as close as they appeared on the surface. And on the ad effectiveness front, while The Farmer’s Dog may have had the most loved and watched ad in the Super Bowl, it didn’t do so well at pushing people past the goal line of online search. On the other hand, surprise entrant Temu did spectacularly at spawning search

Tubular Labs, the leader in global social video intelligence, determined that 47% of social content is not covered through traditional social monitoring. In its recent white paper, ‘Social Listening For Video: Audience Analysis of the Silent Majority,’ Tubular found that traditional means of social monitoring take only into account a vocal minority that like and comment on videos, leaving a large subset – The Silent Majority – unaccounted for when evaluating social video audiences.