SUPERBOWL 2024: THE BIGGEST DAY IN AMERICAN FOOTBALL AND MARKETING

21. 2. 2024 | 4 min read Pool parties with T-Rex, Beyonce in orbit and what $100,000 looks like. Tuesday's Superbowl brought that and more back for another year. For those who don't know it, the Super Bowl is an event that millions of fans around the world anticipate every year.

CONSUMERS ARE WARMING UP TO ADS ON STREAMING – IF IT MEANS SAVING MONEY: HUB

21. 2. 2024 | 4 min read American consumers are warming up to the idea of advertising on streaming and increasingly open to opting for ads in exchange for savings on their monthly subscription bill, new data from Hub Entertainment Research finds.

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

20. 2. 2024 | 2 min read More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets.

STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

20. 2. 2024 | 3 min read 2 minutes or less per pod boosts improves impact and viewer experienceg

KANTAR: U.S. STREAMING MARKET NEARS SATURATION

17. 2. 2024 | 5 min read 95% of U.S. homes had at least one VOD service in Dec. 2023, according to Kantar.

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 | 3 min read Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive.

GET IN LINE: WHY 2024 WILL BE THE YEAR OF LINEAR

16. 2. 2024 | 6 min read This year, the pendulum will swing back towards talent from technology as this industry rediscovers what made it special, writes the editor-in-chief.

CHANGING GEN Z MEDIA CONSUMPTION HABITS ARE TREND SETTERS FOR OTHER AGE GROUPS

15. 2. 2024 | 3 min read While younger people spend the most time with non-premium content, others are as well according to a new survey.

STUDY USA: NEARLY HALF (45%) OF ALL MEN PLAN TO USE AI TO COMPOSE VALENTINE’S DAY MISSIVES

13. 2. 2024 | 3 min read More Americans (39%) are looking to use AI to write Valentine’s Day messages than last year (26%) according to a McAfee survey.

SUPER BOWL LVIII COULD BE MOST WATCHED EVER

13. 2. 2024 | 1 min read It seems counter intuitive in these days of streaming and on demand, but CBS says that its coverage of Sunday’s Super Bowl was the most watched broadcast in history.

TV VIEWERS FAVOR SHOWS WITH DIVERSE CASTS AND AUTHENTIC STORYLINES

10. 2. 2024 | 8 min read The rapidly changing entertainment industry has had two work stoppages in three years — the pandemic and the WGA and SAG-AFTRA strikes — and continues to grapple with an “existential crisis” of inclusion that has been decades in the making. How will Hollywood adapt so that it can move forward? Now that the strikes are over, what’s next? “If we fail to adapt, we fail to move forward.” John Wooden

FORECAST: GLOBAL AD SPEND TO GROW FASTER IN 2024

8. 2. 2024 | 1 min read Insider Intelligence forecasts that worldwide spending in digital, traditional, and total media ad spending will all grow faster in 2024 than they did in 2023 (when growth amounted to 0.5 per cent YoY).

SURVEY USA: 36% PLAN TO STREAM THE SUPER BOWL

8. 2. 2024 | 4 min read The annual Adtaxi Super Bowl Viewership survey highlights both the ongoing shift towards streaming media and the potential impact of Taylor Swift on the game’s audience.

ONE THIRD OF STREAMERS STILL SHARING PASSWORDS

7. 2. 2024 | 4 min read Amid a crackdown on password sharing nearly half were very worried or somewhat worried that streaming services would crackdown on the practice, according to Horowitz.

SUPER BOWL ADS SHOW STORYTELLING DECLINE

7. 2. 2024 | 1 min read Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot.

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 | 1 min read iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

AMPERE: CONTENT SPEND TO GROW 2% IN 2024

5. 2. 2024 | 2 min read The combination of election-related investment and a return to production following the Hollywood strikes are leading to a boost in spending on content.

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 | 15 min read The best ad campaigns make a memorable, valuable, and deliverable promise to customers.