iSpot.tv：2025超级碗LIX电视广告透明度报告：创意与观众洞察（英文版）（37页）.pdf

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1、Fragmentation dominates todays media.But once per year,the Super Bowl defies it.Over 124million viewers tuned into Super Bowl LIX across TV,streaming,and sociala rare“anti-fragmentation”moment.For brands,a golden opportunity to reach a mass audience at once.But opportunity comes at a cost$8 million

2、for 30-seconds.Entertainment alone wont cut it.Creative needs to spark action,and ultimately move the purchase intent needle or deliver long-term brand outcomes.Beyond the Big Game,fragmentation is now the rule,making it harder for brands to gain a fullfunnel view of their video ads across platforms

3、.Thats where iSpot comes in.Our ad-first measurement unifies creative,audience,and outcomes.We track every ad with acatalog of 2.5 million creatives,powered by data from 83 million smart TVs and set-top boxes.WithMRC-accredited ad airing detection,iSpot delivers unmatched quality,transparency,and tr

4、ust.This report,powered by iSpots second-by-second audience analysis,uncovers key creative andaudience trends from Super Bowl LIXfrom likeability to purchase intentand reveals insights thatcan help brands make a measurable impact with their future campaigns.Now onto the insights!Page 2SUPER BOWL LIX

5、 TV TRANSPARENCY REPORTMaking a Measurable ImpactSuper Bowl LIX may not have delivered the most thrilling game,but it solidified its status as theundisputed leader of live TV.Despite a small 1.75%dip in viewership from last year,the event drew ajaw-dropping 124.32 million viewers across TV,streaming

6、,and out-of-home.Even more impressive,household reach grew by 4.55%YoY,proving the Super Bowls unmatched ability to unite audiencesin todays fragmented media landscape.Streaming hit record highs,with Tubi making history as the first FAST channel to stream the game,boosting overall reach.Humor once a