From the rising investment in brand marketing to the biggest driver of TV commercial likability, these are the data points we’re paying attention to right now.


The percentage of marketers who say they will increase their investment in brand marketing this year — compared to 31% in 2023 — according to WARC, per Insider Intelligence / eMarketer. This compares to 40% of marketers who plan to increase their investment in performance marketing, down from 46% in 2023.

123.4 million

The average number of people who tuned into Super Bowl LVIII on Sunday to watch the Kansas City Chiefs defeat the San Francisco 49ers 25-22, per CBS Sports. Surpassing last year’s record of 115 million viewers, this year’s Super Bowl is the most-watched telecast in U.S. television history.


The share of marketing executives who cited “privacy” as their main concern regarding AI, according to a survey released by marketing tech firm SOCi, per MediaPost.


The percentage of consumers who measure how much they like a commercial by its level of humor, according to a survey by market research firm CINT, per Inc. Respondents also said they find humorous ads more memorable than those that leverage products (42%), celebrities (38%) or the brand itself (37%).


The share of Americans who say small businesses have a positive effect on the way things are going in the country these days, marking a 6% increase from October 2022, according to a recent Pew Research Center survey.

$1.5 billion

The amount that Disney is investing in “Fortnite” parent Epic Games as part of a partnership to create a co-branded “games and entertainment universe,” per The Verge.


The percentage of U.S. adults who are either uninterested in or unaware of livestream shopping, according to a survey conducted by Bizrate Insights.


The percentage of Gen Z respondents who say video is their preferred type of digital marketing content, according to a just-released Adobe Express survey, per Chain Store Age. Among millennials and Gen X, the figure was 91% and 78%, respectively.

$147 million

Net income reported by Barbie parent company Mattel for Q4 2023, representing a more than ninefold increase year-over-year, per Retail Dive.

$40.13 billion

The amount by which the sugar-free food and beverage market is projected to grow between 2022 and 2027, representing a compound annual growth rate of 9.53%, per new research from Technavio.