STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS

7. 2. 2025 Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.

REPORT: 56% OF SUPER BOWL LIX VIEWERS EXPECTED TO STREAM EVENT

7. 2. 2025 With the upcoming Super Bowl LIX, featuring the Kansas City Chiefs against the Philadelphia Eagles from the Superdome in New Orleans, again expected to dominate broadcast television viewing, new data suggests streamers will be a big part of the audience.

WHERE ARE YOU GOING? HOW TO ENGAGE THE AUDIENCE WHEN THEY’RE PROBABLY NOT PAYING ATTENTION

7. 2. 2025 People's attention spans have shrunk and marketers are literally fighting for seconds. What should creatives reach for and what should they try to engage with to make an ad have any impact at all?

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness.

5 WAYS BRANDS CAN TAP INTO SUPER BOWL HYPE WITHOUT BUYING A TV SPOT

6. 2. 2025 The Super Bowl remains the most expensive and high-profile advertising event of the year, with national TV spots commanding upwards of $8 million—before production costs.

HOW TO CAPTURE CONSUMER ATTENTION WITH YOUR AD CAMPAIGNS

6. 2. 2025 "Pay attention to me." Something shouts those words at your audience all day, every day. Every time they scroll their phones, ride the metro, or binge-watch a series, thousands of advertisers are clamoring for their attention.

SUPER BOWL: A FINAL WHERE SPONSORS DON’T CUT BUDGETS

6. 2. 2025 This year again, the live coverage of the American National Football League finals will be accompanied by commercials featuring big names. The price of a half-minute ad space has reached a new record.

SUPER BOWL ONLINE: THE BEST ADS IN ONE PLACE

5. 2. 2025 MAM presents a roundup of the spots vying for viewers' attention during the advertising show of the year. See who will score the advertising touchdown at Super Bowl LIX.

VALENTINE’S DAY 2025: HOW BRANDS CAN CONNECT WITH BUYERS

5. 2. 2025 Brands have the opportunity to be part of consumers’ Valentine’s Day 2025 story no matter how they celebrate. Here’s how.

WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS

4. 2. 2025 There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart.

REPRESENTATION MATTERS: LESSONS FROM INCLUSIVE TV ADS

4. 2. 2025 TV is a powerful force for social good, and inclusive TV advertising has the power to shape the cultural landscape, to enlighten and inspire, and to help create equity. Positive and authentic representation of diverse communities in advertising can challenge stereotypes and help remove prejudice by driving familiarity and acceptance.

WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE

4. 2. 2025 Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

LEGO TO BRING TOYS TO EASTER

3. 2. 2025 LEGO, the Danish toy group, is planning to introduce a range of products for Easter next year, but its marketing activity will be nuanced to allow for consumers’ different approaches to the occasion in different markets.

MAJORITY OF CONSUMERS PREFER TO WATCH TV WITH ADS IF IT’S CHEAPER, NEW REPORT REVEALS

2. 2. 2025 Hub Research finds that two-thirds of viewers deem ads during live events more tolerable than ads during on-demand content.

THINKING ABOUT LAUNCHING A NEW PRODUCT DURING THE BIG GAME?

1. 2. 2025 For marketers with a new product to promote, few media destinations are as appetizing as the Super Bowl, which offers a unique opportunity to reach the biggest TV audience of the year.

WHAT VALUE ARE YOU CREATING FOR YOUR CUSTOMERS?

31. 1. 2025 Creativity has a pivotal role to play in value creation, but today we need a broader definition of creativity – one that enshrines the belief that “it’s only creative if it creates value” and views the whole brand through the lens of customer experience. Why value matters Customers are the life blood of a business. Creating more valuable experiences for customers creates more value for brands. With this in mind, customer experience should not be a siloed discipline; it should actually be the lens through which everything is viewed. In context Negative customer experiences are on the rise, so much so that one of the words of 2024 was “enshittification”, a term coined by Cory Doctorow to explain the demise in quality experiences, particularly in the digital realm.

STUDY UK: AD-SUPPORTED STREAMING SERVICES IN UK MORE POPULAR THAN EVER

30. 1. 2025 Substantially more people in the UK are choosing ad-supported streaming services, Kantar figures show, with the percentage increasing from 10% a year ago to 31% percent today.

TV IS ENTERING A NEW ERA OF INTERACTIVITY

30. 1. 2025 With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.