Doritos wasn’t the only brand to tap musical power for its Super Bowl LVII spot, but it was one of the most successful: According to CreatorIQ, its Big Game ad featuring Jack Harlow and Missy Elliot drove nearly 2 million engagements for the brand.

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: Domino’s hypes its new Loaded Tots. The 1993 Reel 2 Real hit “I Like to Move It” serves as the soundtrack for a United States Postal Service spot with the tagline “Delivering for America.” And HomeGoods launches its “Finding is a Feeling” campaign.

Marigold released a U.S.-focused version of its 2023 Digital Consumer Trends Index report that showcased some important data for businesses hoping to keep consumers engaged amid the threat of a looming recession.

According to the report, 52% of U.S. consumers are more likely to engage in a loyalty program this year than last. That stat rose to 57% for Gen X consumers and 67% for Millennials. That’s good news for businesses who offer them because more than half (53%) of Millennials and Gen X respondents plan to rely on loyalty program benefits when making purchases.

Taylor Swift’s Midnights was released on Oct. 21, and Capital One wasted no time using the star and hit song “Anti-Hero” in its TV advertising. The brand’s “Multiple Taylors” spot burst onto the scene on Nov. 1, and in the time since, it’s the second-most-seen credit card ad on TV, according to iSpot.

This month, NBCUniversal unveiled In-Flight Linear Optimization, a tool for marketers that will enable them to shift their linear ad buys midway through campaigns to help prioritize reaching the audiences they’re targeting. The tool, codeveloped with Amazon Web Services, will use daily forecast data from companies like VideoAmp and iSpot in an effort to make linear ad dollars more efficient, McConville told Marketing Brew.

Furthermore, Millennials and Gen-Zers are savvy consumers who are well-versed in digital marketing and are more skeptical of media and brands than older generations. For example, a report by Gen-Z creative consultancy Adolescent Content found that 78% of Gen-Zers believe brands are all talk and no action, and a study by Marigold found that transparency and authenticity are of the utmost importance when marketing to Gen-Z.

According to video analytics firm Tubular Labs, creator and influencer viewership will hit 10 trillion views per month across all platforms in 2023. We’ll leave the math to you.

If you don’t leverage creator marketing over the next 12 months, you’re missing out on a major opportunity. With influencer marketing being a $16.4B industry, we think it’s time social media managers take advantage of social influencers who can truly bring exposure to their brand — in ways that celebrities cannot.

Additionally, the enlarged company should “greatly accelerate adoption of Vinyl.com, the “marketplace for music fandom,” says Paul Wiltshire, CEO of Songtradr, which operates the platform, powered by Jaxsta

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.

Banking on “Anti-Hero’s” long tail popularity appears to be paying off for Capital One as well for the brand to build affinity with Swift’s rabid fan base (and others as well). Data from Songtradr shows the song is still No. 15 in the U.S. on Spotify over 17 weeks after its release. And the continued play for the single surely sparks thoughts of Capital One as well.

When it came to social impressions for brands advertising in Super Bowl LVII, Amazon dominated the playing field: According to CreatorIQ, it generated a hefty 1.3 billion impressions thanks to its heartfelt spot “Saving Sawyer,” featuring a lovable pup.

Paramount+ was the runner-up for impressions, generating 105 million thanks to a commercial featuring Sylvester Stallone and signature characters from the streaming services including Dora the Explore and Beavis and Butt-Head.

Nielsen, iSpot.TV and Samba TV have each released viewership figures for this year’s Super Bowl, and none of the companies stats match, according to Ad Age

Leading into next month’s high-profile NCAA Men’s Basketball Tournament, also known as “March Madness,” regular-season college basketball continues to see steady viewership -- up 7% over a year ago.

National TV spend is sharply higher -- 22% more across virtually all TV networks airing , according to iSpot.tv.

When it came to social impressions for brands advertising in Super Bowl LVII, Amazon dominated the playing field: According to CreatorIQ, it generated a hefty 1.3 billion impressions thanks to its heartfelt spot “Saving Sawyer,” featuring a lovable pup. The tech giant received a notable amount of buzz among dog-loving fans, which helped drive 40K mentions.

Marigold, a global pioneer in relationship marketing and provider of world-class martech solutions, today unveiled key trends shaping the state of relationship marketing in the year ahead with the release of its U.S. Consumer Trends Index 2023. In conjunction with Econsultancy, the U.S.-based report version from the research project looks at consumer attitudes and year-over-year trends in loyalty, personalization, privacy, messaging and advertising based on survey insights collected from more than 1,500 consumers across four generations.

Of all the generations, Gen Z is most likely to spend on brands they love, with 64% indicating they would pay more to shop with brands they’re loyal to, according to Cheetah Digital. But 71% also said they’d buy from competitors, suggesting that other factors are at play (like price or convenience) when it comes to purchasing decisions.

According to Tribe Dynamics, EMV is "an influencer marketing metric that’s used to quantify the value of social media content. EMV measures engagement with social media content about a brand that is created by a third party." In other words, it is a measuring system to see how much a post from a brand gets mentioned and how much the post garners attention on social media.

The bulk of advertising on the linear broadcast of “Night Court” has come from streamers, pharmaceutical manufacturers, auto marketers and restaurants, according to data from iSpot, an audience-measurement company. Many of the sponsors, which have in recent weeks included Pfizer, Subaru, Lexus, Home Depot and Procter & Gamble, have also bought ads for subsequent streaming sessions of the show on Peacock. NBCUniversal will also be making the point that it has, in recent months, snared rights for many of the shows that air on its TV networks to show up more quickly on Peacock, as opposed to Hulu, in which the company holds a minority stake.

The pitch also emphasizes Nielsen One’s “proprietary identity system” enabling “third-party identity data and direct publisher integrations to give you an accurate understanding of true persons-level campaign impressions,” which following last week’s Cross-Media Measurement initiative update at the Association of National Advertisers’ media conference, makes me think Nielsen isn’t just competing with iSpot, Videoamp and whomever the sell-side certifies next, but also its own advertising clients.

“The ad got people to experience Tubi, and talk about it after, accomplishing the mission of a lasting impression. They got us: We thought the dog sat on the remote again.” —Jeff Fagel, chief marketing officer, Madhive