Question of the Week

From the latest on consumer behavior to navigating the ever-evolving premium video landscape, our 'Question of the Week' series sheds light on business-driving strategies, insights, and innovations.



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"How much do Super Bowl ads drive consumer action, like search?"

We quantified the impact of 2026 Super Bowl advertising across 15 brands. Whether the goal was to raise awareness or introduce a new product, brands saw anywhere between a 67%—14x immediate lift in branded search on Super Bowl night.

Previous Questions


"Where do ad dollars go when they’re spent with Google?"
Analyzing Google’s advertising revenue by segment and what it means for marketers
"How many fake accounts does Facebook remove each year?"
Contextualizing the vast number of fake bot accounts on Facebook and how pervasive they are.
What sports are audiences streaming the most?"
Discover the past year’s biggest live sports trends along with new data on Hispanic, Black, and Asian audiences, plus a breakdown of which leagues posted the strongest audience growth.
"What do marketers expect from their media partners to help achieve campaign success?"
Learn from a custom survey of 200 brand marketers from businesses of all sizes.
"What KPIs do marketers use to evaluate the impact of their video campaigns?"
Learn from a custom survey of 200 brand marketers from businesses of all sizes.
"What insights does VAB provide to better inform media strategies?"
See an overview of all our insights offerings
"Who are the key decision-makers guiding marketing strategy within businesses?"
As company size and marketing budgets increase, so does specializations and layers.
"What are the organizational disconnects that might exist between KPIs and business goals?"
Learn from a custom survey of 200 brand marketers from businesses of all sizes.
"What’s the average age of a first-time national TV advertiser?"
In 2024, 344 brands launched their first national TV campaign - this analysis shares a breakdown of lifestages across the full set of new advertisers.
"What does ‘brand’ mean and how does it drive growth for my business?"
See how 200 real marketers define the word brand and learn why it's such a strategic asset for businesses.
"Is there a calendar for the 2025 TV Upfronts?"
View dates, times and locations for every Upfront in New York City.
"How should I think about my advertising in the wake of economic uncertainty caused by tariffs?"
Real-world lessons from 2021–2023, when marketers navigated the highest inflation in 40 years and still found growth.
"I'm hearing a lot about brand safety, what does it mean and what's the impact?"
20% of a company's enterprise value is derived from their brand reputation, and marketers can practice brand safety and suitability strategies to protect it. Our guide is here to help you understand these strategies, you'll also get key stats, discover which platforms offer the safest environment and more.
“Why is it important to demand transparency from my media partners?”
Transparency is a cornerstone for effective marketing campaigns, yet it remains a persistent challenge. Despite industry discussions, the lack of transparency often leaves marketers exposed to risks that can undermine their efforts and investments
"How do I activate an Addressable TV campaign?"
View the 5 steps marketers can take to activate an addressable TV campaign.
"How can I improve cybersecurity in both my professional and personal life?"
View 8 steps to protect your cyberspace at work and at home.
"Are there potential risks associated with incentives provided by digital platforms?"
Learn what marketers are really getting when they engage in digital platforms’ incentive programs.
"How is multiscreen TV held to a higher standard than ‘Big Tech’ digital platforms?"
Learn about the different standards and how investing in higher-standard media can protect your brand.
"Why is advertising in ‘trusted’ media important for my brand?"
See how advertising in trusted media can boost your brand's credibility and build consumer trust.
"What are some common audience identifiers I can use in my ad campaign?"
Learn about common types of identifiers, their roles in advertising campaigns, how consumer data is used, and how privacy should be factored in.
"Are ads with creative that run in contextually relevant content more effective?"
See how contextual advertising can have a meaningful impact on campaign metrics through the purchase funnel.

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