Super Bowl LVIII achieved a record-breaking 126 million viewers, solidifying its place as the largest single TV audience ever. Among the standout brands, Apple Music led with $6.2 million in media value, while Temu, making its second consecutive appearance, generated $817,442 and ranked among the top 10 most talked-about brands. This reflects a trend of diverse brands leveraging Super Bowl ads to connect with audiences. Read more here!
Published On: February 19, 2024
Super Bowl LVIII Breaks Records with 126 Million Viewers and Major Brand Impact
The Super Bowl LVIII made history with a staggering 126 million viewers tuning in to CBS this past Sunday, cementing its status as the largest single TV audience ever recorded.
This year saw brands investing in the Super Bowl, including Apple Music and Chinese commerce company Temu.
Our influencer data and analytics identified Apple Music as the most talked about brands among influential sources at the Superbowl across social media with $6.2 million in media value.
Temu, a Chinese company, ran its second consecutive Super Bowl ad. Our analytics ranked Temu among the top 10 most talked about brands on social media during the Super Bowl, generating $817,442 in media value. Temu’s presence signifies a broader trend of diverse players entering the Super Bowl advertising game.
As Super Bowl advertising continues to evolve, it’s clear that retail brands like Temu are seizing the opportunity to connect with audiences in innovative ways.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.Â
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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