While the Astros beat the Phillies to win the World Series on the field, advertisers competed for eyeballs away from the action. To that end, Samsung Mobile was the most-seen brand during the 2022 World Series, with 3.20% of all TV ad impressions during the games on Fox. Year-over-year, Samsung had 333% more TV ad impressions during the 2022 World Series.
The top five advertisers, by share of World Series TV ad impressions on Fox:
- Samsung Mobile (3.20%)
- GEICO (2.99%)
- Taco Bell (2.82%)
- T-Mobile (2.57%)
- Indeed (2.57%)
Samsung wasn’t just the most-seen brand, either. iSpot’s Creative Assessment Survey shows its new “When I Move, You Move” ad was 6% more likable than the norm for mobile phone spots in the last 90 days. And the ad also garnered 10% more attention as well.
“Curiosity” was the strongest emotional response among survey-takers, with “audio” also scoring well in response to the ad’s use of Ludacris’s hit song “Stand Up” – appropriate for Samsung while advertising its new Galaxy Z Flip4’s ability to stand.
Samsung was one of numerous brands to increase their presence during the 2022 World Series. Other growing advertisers that rose into the top 15 most-seen after not being less prominent during last year’s: Pfizer, Shell, COMIRNATY and Skechers.
The entire MLB Playoffs also served over 17.81 billion TV ad impressions across all networks, which is down slightly (6.4%) from the previous year. Regular season games served 4.2% fewer impressions year-over-year on linear TV, but MLB also migrated more national games to streaming services in 2022.