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:

Using Sailthru by Marigold, Brilliant Earth notes the custom variables that mark what individuals are most interested in and immediately sends them through customized journeys with the most relevant content. This creates an authentic, holistic experience as Brilliant Earth converts first-time buyers into repeat customers who purchase for special occasions like anniversaries and birthdays, and no longer need tactical content about buying an engagement ring.

Roku's approach to the home screen isn't unique, nor is its decision to better control the hardware and software experience: Others, like Vizio, have successfully done the same thing for several years. Last month, a Vizio executive shrugged off Roku's decision to suddenly start making its own TV sets, predicting Roku will face significant challenges as they continue to build out that program, including getting shelf space at retailers like Walmart and Target.

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

Don’t gloss over this section; spend time on the pricing examples. Bring up competitors like Campaign Monitor so they can see the significant cost difference. With this page and the dialogue that follows, individuals should acquire an understanding of endpoints and events — which are essential components for comprehending how AWS Pinpoint functions.

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.

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).

Freestream is available now on Roku using the Sling TV app, home to the Sling TV virtual pay TV service. Sling says Freestream is also rolling out on "Comcast, LG, Samsung, Vizio and Xbox devices."

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.