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

National TV marketing for the movie so far totals an estimated $23.9 million over 3,357 airings, according to iSpot.tv -- and $3.9 million in the most recent two-week period.

This produced an estimated 1.44 billion impressions overall -- national linear and time-shifted, video-on-demand, local, and streaming (over-the-top) platforms.

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."

Working in close partnership with Canada Goose throughout the academic year, projects by MA Fashion and BA Fashion Communications students will be on display at the Central Saint Martins’ Lethaby Gallery in Granary Square. Each of these projects is inspired by the incredible research scientists at Polar Bears International (PBI), a non-profit organisation focused on polar bear conservation. PBI and Canada Goose are longstanding partners, having been working together on various initiatives since 2007.