Shake-up in big game advertising results in fewer new product announcements, while league and broadcast sponsors earn more time on screen with fewer fans

Comscore and Hive Analyze Marketers' Game Plans for Connecting with their Audiences in Super Bowl LV
08 de febrero de 2021

Don't let the box score fool you. Tom Brady may have won another ring, but Super Bowl LV was hardly a replay for the brands who did (and didn't) invest in commercials and sponsorships for the big game. For the first time, Comscore , a trusted partner for planning, transacting and evaluating media across platforms, joined forces with Hive, a leading provider of enterprise AI solutions, to analyze marketing within and around TV advertising's biggest day.

The next-day research relied on metadata created using Hive's proprietary computer vision models and Hive's consensus-driven data labeling platform which leverages a distributed workforce of more than 2 million registered contributors.

Super Bowl LV concluded an NFL season that was anything but ordinary. The one constant, however, was the NFL's importance to the TV ecosystem and brands seeking to optimize their audience engagement. Comscore's TV Measurement shows relatively flat ratings for the 2019 vs. 2020 season despite the unique challenges the league encountered during the pandemic. And the playoffs showcased the enduring appeal of the NFL, with Comscore capturing a year-over-year ratings increase of approximately 10 percent for the 2020 NFL Conference Championship games.