FAST services have also found a home on smart TVs, although they can be accessed across all main devices. Some of the most popular services – from the likes of LG, Vizio and Roku – are only found on connected TVs, which boosts viewership on them.

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 terms "measurement" and "currency" are some of the hottest terms in TV right now, as the tug-of-war battle between panels and ACR continues to take center stage. (ICYMI — ACR is a technology built into smart TVs that is used to identify and verify what is actually playing on the device). But in the year ahead, it’s not about crowning a winner, it’s about leveraging them together.

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

Accedo has added VIZIO to the stack of supported platforms for its cloud-based SaaS video platform, Accedo One. The first customer deployed on VIZIO’s SmartCast platform using Accedo One is Hallmark Movies Now.

New and existing Accedo One customers can now build and launch video streaming applications for VIZIO SmartCast TVs. Accedo’s addition of VIZIO as a supported platform enables video businesses to accelerate development and deployment of an application to millions of VIZIO consumers across the United States.

One key to owning the OS is to have a FAST service that serves as the centerpiece to the OS, something Amazon, LG, Samsung and VIZIO have discovered to their benefits. The FAST-as-core-of-the-OS allows the OEM to both promote the FAST itself and to sell advertising slots to other streaming services.

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.

“They basically looked at what Amazon, Vizio, LG, Samsung did,” Wolk said. “They all have their own FAST at the heart of their operating ecosystem; you turn on a Vizio TV, you see WatchFree, and then you see a whole bunch of other stuff. So it drives traffic to WatchFree, but it also allows them to sell ads to HBO, and to Amazon, and to Netflix to promote their shows… it’s a nice revenue stream.”

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.

Accedo has added Vizio to the stack of supported platforms for its cloud-based SaaS video platform, Accedo One. The first customer deployed on Vizio’s SmartCast platform using Accedo One is Hallmark Movies Now.

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?