ADWEEK's Diana Pearl reported insurance company New York Life will air a spot in Super Bowl LIV, which is its first time in the "Big Game" since '90. The company will be "running a 60-spot between the first and second quarters of the game." The spot's creative direction has "not yet been revealed, but it is part of a larger brand campaign that is dropping next year" in honor of the company's 175th anniversary. New York Life was a "frequent Super Bowl advertiser in the '70s and '80s." The company is working with Anomaly, N.Y. on the spot (ADWEEK.com, 12/12).
RETURN ON INVESTMENT? VARIETY's Brian Steinberg wrote NBCUniversal's 42 NBC and Telemundo TV stations and nine RSNs have "formed a partnership with TVSquared, a company that tracks response to advertising in an effort to determine the effectiveness of the efforts." TVSquared's analytics platform "seeks to tie advertising to results and business outcomes, and then uses that information to help media outlets and advertisers determine whether a media plan is performing well or needs to be tweaked and re-examined" (VARIETY.com, 12/12).