Super Bowl LVIII TV Transparency Report
The latest Super Bowl LVIII TV Transparency Report from iSpot dives into the narratives behind the numbers, revealing every major takeaway from this year’s Big Game.
Super Bowl LVIII may be in the rearview mirror, but advertisers are still dissecting every aspect of the commercials. The showdown between the Chiefs and 49ers, which stretched into overtime, captivated audiences with both the in-game action and the ads. iSpot’s second-by-second, cross-platform measurement showed the game reached an average minute P2+ audience of 126.6 million viewers across linear, streaming and out-of-home, marking a 10.9% increase from the previous year.
The latest Super Bowl LVIII TV Transparency Report from iSpot dives into the narratives behind the numbers, revealing every major takeaway from this year’s Big Game. From minute-by-minute ad viewership, to key moments and creative trends, and even Taylor Swift’s reach and frequency, the analysis covers it all. Plus, see a full ranking of the most likeable Super Bowl spots, along with historical context on different emotional reactions.
2023-24 Super Bowl TV ad insights include:
- Celebrity appearances were a prominent feature, with 65% of ads featuring at least one celebrity and 41% featuring multiple celebrities.
- Taylor Swift's highly anticipated on-screen appearances drove significant attention, with her 12 appearances occurring mostly in the second half.
- Ads aimed for laughter as 72% of Super Bowl LVIII spots used humor to connect with audiences.