Taylor Swift's ‘Football Effect’ Drops 20% from 2024 While Ad Anticipation Surges, Zeta Global Data Shows
Zeta Global (NYSE: ZETA) has released new consumer insights ahead of Sunday's big game, analyzing behavioral signals from over 245 million US consumers. The data reveals significant shifts in audience sentiment, with overall game interest down 14% from last year. Notable findings include a 20% decrease in Taylor Swift-related interest and a 6% decline in halftime show enthusiasm.
Despite reduced game excitement, consumer anticipation for commercials has surged 192% year-over-year. Ad costs reflect this trend, with 30-second spots increasing nearly 15%. Commercial momentum grew 19% from December 2024 to January 2025, highlighting the effectiveness of early ad releases for maximizing engagement.
The findings are based on Zeta's Data Cloud analysis of trillions of monthly online and offline activity signals, comparing behavioral patterns between 2024 and 2025.
Zeta Global (NYSE: ZETA) ha rilasciato nuove informazioni sui consumatori in vista del grande evento di domenica, analizzando i segnali comportamentali di oltre 245 milioni di consumatori statunitensi. I dati rivelano significativi cambiamenti nel sentimento del pubblico, con un interesse generale per il gioco in calo del 14% rispetto all'anno scorso. Tra i risultati più significativi, si nota una riduzione del 20% nell'interesse legato a Taylor Swift e un calo del 6% nell'entusiasmo per lo spettacolo di metà tempo.
Nonostante la diminuzione dell'eccitazione per il gioco, l'anticipazione dei consumatori per i commercial è
I risultati si basano sull'analisi Data Cloud di Zeta dei trilioni di segnali di attività online e offline mensili, confrontando i modelli comportamentali tra il 2024 e il 2025.
Zeta Global (NYSE: ZETA) ha publicado nuevas percepciones del consumidor de cara al gran partido del domingo, analizando señales de comportamiento de más de 245 millones de consumidores estadounidenses. Los datos revelan cambios significativos en el sentimiento de la audiencia, con un interés general por el juego que ha disminuido un 14% respecto al año pasado. Entre los hallazgos notables se incluye una disminución del 20% en el interés relacionado con Taylor Swift y un descenso del 6% en el entusiasmo por el espectáculo de medio tiempo.
A pesar de la reducción en la emoción por el juego, la anticipación del consumidor por los comerciales ha aumentado un 192% interanual. Los costos publicitarios reflejan esta tendencia, con los espacios de 30 segundos incrementándose casi un 15%. El impulso comercial creció un 19% de diciembre de 2024 a enero de 2025, destacando la efectividad de los lanzamientos publicitarios anticipados para maximizar el engagement.
Los hallazgos se basan en el análisis de la Data Cloud de Zeta de billones de señales de actividad mensual en línea y fuera de línea, comparando patrones de comportamiento entre 2024 y 2025.
제타 글로벌 (NYSE: ZETA)은 일요일 대경기 행사를 앞두고 2억 4,500만 명의 미국 소비자의 행동 신호를 분석해 새로운 소비자 인사이트를 발표했습니다. 데이터에 따르면 관중의 전반적인 관심이 작년보다 14% 하락하는 등의 상당한 감정 변화가 드러났습니다. 주요 발견으로는 테일러 스위프트와 관련된 관심이 20% 감소하고 하프타임 쇼의 열정이 6% 감소한 것으로 나타났습니다.
경기에 대한 흥미가 줄어든 것에도 불구하고, 소비자들이 광고에 대한 기대는 전년 대비 192% 급증했습니다. 광고 비용도 이 추세를 반영하며, 30초 광고가 거의 15% 증가했습니다. 광고 효과는 2024년 12월부터 2025년 1월까지 19% 증가하여 참여를 극대화하기 위해 조기 광고 출시의 효과를 강조합니다.
이 발견들은 제타의 데이터 클라우드 분석을 기반으로 하며, 매달 온라인과 오프라인에서 발생하는 수조 개의 활동 신호를 분석하여 2024년과 2025년의 행동 패턴을 비교했습니다.
Zeta Global (NYSE: ZETA) a publié de nouvelles informations sur les consommateurs avant le grand match de dimanche, analysant les signaux comportementaux de plus de 245 millions de consommateurs américains. Les données révèlent des changements significatifs dans le sentiment du public, avec un intérêt général pour le jeu en baisse de 14% par rapport à l'année dernière. Parmi les résultats notables, on note une diminution de 20% de l'intérêt autour de Taylor Swift et une baisse de 6% de l'enthousiasme pour le spectacle de la mi-temps.
Malgré une excitation réduite pour le jeu, l'anticipation des consommateurs pour les publicités a augmenté de 192% d'une année sur l'autre. Les coûts publicitaires reflètent cette tendance, avec des spots de 30 secondes augmentant de près de 15%. L'élan commercial a progressé de 19% de décembre 2024 à janvier 2025, soulignant l'efficacité des lancements publicitaires anticipés pour maximiser l'engagement.
Les résultats sont basés sur l'analyse Data Cloud de Zeta, qui compare des billions de signaux d'activité mensuels en ligne et hors ligne, en examinant des modèles comportementaux entre 2024 et 2025.
Zeta Global (NYSE: ZETA) hat neue Verbraucherinsights vor dem großen Spiel am Sonntag veröffentlicht, die Verhaltenssignale von über 245 Millionen US-Verbrauchern analysieren. Die Daten zeigen signifikante Veränderungen in der Zuschauerstimmung, wobei das allgemeine Interesse am Spiel um 14% im Vergleich zum Vorjahr gesunken ist. Auffällige Ergebnisse sind ein Rückgang des Interesses an Taylor Swift um 20% und ein Rückgang des Enthusiasmus für die Halbzeitshow um 6%.
Trotz des gesunkenen Interesses am Spiel ist die Vorfreude der Verbraucher auf die Werbespots um 192% im Jahresvergleich gestiegen. Die Werbekosten spiegeln diesen Trend wider, wobei 30-Sekunden-Spots um fast 15% gestiegen sind. Der kommerzielle Schwung wuchs von Dezember 2024 bis Januar 2025 um 19% und hebt die Effektivität von frühen Werbeveröffentlichungen zur Maximierung des Engagements hervor.
Die Ergebnisse basieren auf der Data Cloud-Analyse von Zeta, die Billionen von monatlichen online und offline Aktivitätssignalen vergleicht, um Verhaltensmuster zwischen 2024 und 2025 zu vergleichen.
- Commercial anticipation increased 192% year-over-year
- Ad spot costs rose 15%, indicating strong advertiser demand
- Commercial momentum grew 19% month-over-month (Dec 2024 to Jan 2025)
- Overall game interest declined 14% from previous year
- Taylor Swift-related interest dropped 20%
- Halftime show interest decreased 6%
Insights
The latest consumer behavior data from Zeta Global presents a fascinating dichotomy in Super Bowl engagement patterns that could significantly benefit their business model. The 192% surge in commercial anticipation despite declining game interest showcases a fundamental shift in consumer behavior that savvy marketers can leverage.
This data has several key implications for Zeta's market position and potential revenue growth:
- The company's ability to track and analyze behavioral signals from 245 million US consumers demonstrates significant market penetration and data capabilities, positioning them strongly in the marketing analytics space.
- The identified trend of early ad releases generating maximum engagement provides Zeta with valuable insights to sell to advertisers, potentially driving increased demand for their services.
- The 19% month-over-month increase in commercial momentum from December to January indicates growing advertiser interest in pre-game marketing strategies, which could lead to increased utilization of Zeta's AI-powered marketing solutions.
For investors, these findings suggest strong growth potential in Zeta's core business. The company's ability to provide granular consumer behavior analysis becomes increasingly valuable as advertising costs rise (noted by the 15% year-over-year increase in 30-second spot costs) and brands seek to maximize ROI. This positions Zeta advantageously in the high-growth marketing technology sector, particularly as traditional engagement metrics show volatility.
The declining interest in traditional game elements (down 14% overall) coupled with surging commercial engagement suggests a shift in consumer behavior that could drive increased demand for sophisticated marketing analytics tools. This trend aligns perfectly with Zeta's business model and could accelerate adoption of their AI-powered marketing solutions.
Zeta Global's analysis of 245M+ consumers reveals waning consumer interest in the game while love for commercials soars
Viewership trends suggest growing fatigue with repeat matchup of teams, leading to a measurable decline in excitement:
-
Overall interest in the game is down
14% from last year -
Interest in Taylor Swift is down
20% -
Interest in the halftime show has declined
6%
Despite waning excitement for the game itself, consumer anticipation for the big game commercials has surged, up
Momentum for game day commercials is building month over month, jumping
“While the buzz and the ‘Taylor Swift effect’ leading up to this year’s matchup is noticeably lower than last year, Sunday’s big game remains one of the most valuable advertising stages in the world,” said Neej Gore, Chief Data Officer at Zeta Global. “Global brands are just as excited as ever for the chance to reach this audience, but success requires the right data and insights to drive maximum ROI.”
Methodology
Zeta’s Data Cloud synthesizes trillions of monthly online and offline activity signals to understand the intents and interests of 245M+ US consumers. The 2025 game-day data points leveraged Zeta’s data and AI models around behavioral activity related to online content published and consumed related to football’s biggest night. Year-over-year comparisons leveraged data from similar periods between 2024 and 2025.
About Zeta Global
Zeta Global (NYSE: ZETA) is the AI Marketing Cloud that leverages advanced artificial intelligence (AI) and trillions of consumer signals to make it easier for marketers to acquire, grow, and retain customers more efficiently. Through the Zeta Marketing Platform (ZMP), our vision is to make sophisticated marketing simple by unifying identity, intelligence, and omnichannel activation into a single platform – powered by one of the industry’s largest proprietary databases and AI. Our enterprise customers across multiple verticals are empowered to personalize experiences with consumers at an individual level across every channel, delivering better results for marketing programs. Zeta was founded in 2007 by David A. Steinberg and John Sculley and is headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250206106472/en/
Investor Relations
Matt Pfau
ir@zetaglobal.com
Press
Candace Dean
press@zetaglobal.com
Source: Zeta Global
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