Taylor Swift’s ‘Football Effect’ Drops 20% from 2024 While Ad Anticipation Surges, Zeta Global Data Shows

Zeta Global’s analysis of 245M+ consumers reveals waning consumer interest in the game while love for commercials soars  

NEW YORK—Feb. 6, 2025Zeta Global (NYSE: ZETA), the AI-powered marketing cloud, released findings of real-time consumer insights ahead of this Sunday’s big game. Analyzing behavioral signals from over 245 million US consumers, Zeta’s Data Cloud reveals shifting audience sentiment toward the game, its entertainment and its advertising landscape.   

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 192% year-over-year. In response, brands are ramping up investment, with the cost of a 30-second spot rising nearly 15% year-over-year, according to Statista. 

Momentum for game day commercials is building month over month, jumping 19% from December 2024 to January 2025. This trend reinforces the strategic advantage of early ad releases as brands that unveil teasers and full ads ahead of the broadcast are maximizing engagement. 

“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 New York City with offices around the world. To learn more, go to www.zetaglobal.com.   

Investor Relations 
Matt Pfau 
[email protected]  

Press
Candace Dean
[email protected] 

Zeta Global Appoints Ed See as New Chief Growth Officer 

Former McKinsey & Company Partner to Elevate Zeta’s AI Marketing Solutions for Modern CMOs 

NEW YORK—Jan. 23, 2025Zeta Global (NYSE: ZETA), the AI marketing cloud, today announced the appointment of Ed See as Chief Growth Officer, effective Monday, February 10. Bringing over 30 years of experience in working with CMO’s – the last eight years of which were as a Partner at McKinsey & Company’s Marketing and Sales practice – Ed See has guided some of the world’s most iconic brands in developing cutting-edge marketing, digital and analytics capabilities. His appointment reflects Zeta’s commitment to scaling its AI-driven marketing solutions for transformative impact.  

As Chief Growth Officer, Ed See will report to Zeta’s President, Steven Gerber, and will lead the charge in accelerating the company’s growth strategy. His priorities include deepening CMO and c-suite engagement, demonstrating the transformative potential of Zeta’s AI-driven solutions, and helping businesses achieve measurable, high-impact marketing outcomes. 

“As Zeta enters its next chapter, Ed See is the ideal leader to drive our growth strategy and long-term success,” said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta. “With deep expertise in martech, trusted relationships with the industry’s most influential CMOs, and a proven track record of driving results, Ed embodies our commitment to leadership that accelerates Zeta’s position as a pioneer in AI marketing.” 

“I am honored to join Zeta at such an exciting time in its journey,” said See. “Zeta’s focus on helping businesses grow through AI-powered marketing technology aligns with the needs of the modern marketer as businesses demand impact, effectiveness, and efficiency from their marketing investments,” said See. “I look forward to joining the exceptional team at Zeta and exploring innovative ways to help marketers unlock their potential and achieve their business goals in our rapidly evolving environment.”  

Ed See succeeds Will Margiloff, previous Chief Growth Officer, who will transition to Vice Chairman.  

For more information about Zeta’s leadership team, visit https://zetaglobal.com/about/leadership/ 

About Ed See 
Bringing deep marketing expertise to Zeta, Ed was most recently a Partner in McKinsey & Company’s Growth Marketing & Sales practice, focused on helping companies drive growth through modern marketing. While at McKinsey, he worked with large companies to identify growth opportunities and increase the value of their relationships with customers and consumers. His expertise includes digital strategy, digital marketing, growth and marketing analytics, segmentation, and advertising and marketing technology. Over the course of his career, Ed has advised some of the world’s major brands on how to apply new capabilities, analytics, and technology to improve their marketing and sales performance. Prior to joining McKinsey, Ed was a partner at Deloitte and held leadership roles at several other companies. 

 

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 New York City with offices around the world. To learn more, go to www.zetaglobal.com. 

 

Investor Relations 
Matt Pfau  
[email protected]  
 
Press 
Candace Dean 
[email protected] 

 

Zeta Global Launches “Achieve the Impossible” Brand Campaign to Redefine AI-Powered Marketing  

Company’s first brand campaign highlights how marketers unlock endless possibilities with Zeta  

NEW YORK—Jan. 22, 2025Zeta Global (NYSE: ZETA), the AI marketing cloud, today unveiled its first official brand campaign, “Achieve the Impossible.” The campaign reimagines what’s possible for marketers, inspiring them to embrace AI, push boundaries and achieve their biggest ambitions. Leveraging Zeta’s AI-powered marketing solutions, marketers can deliver hyper-personalization, launch seamless omni-channel experiences, drive predictable ROI, and accelerate business growth. 

Central to the campaign are thought-provoking ‘Imagine If’ scenarios, inspired by history’s most innovative thinkers and today’s most impossible challenges. At a time when marketers are expected to drive profits through data-driven strategies, these prompts showcase how the all-in-one AI-powered Zeta Marketing Platform powers precision, productivity and performance. 

“Marketing is at an inflection point, and AI is no longer just a trend—it’s the driving force behind making the impossible achievable,” said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global. “This groundbreaking campaign is part of our strategic vision to move from ‘ Zeta who?’ to ‘why Zeta?’ and eventually to ‘must have Zeta.’ This launch reaffirms Zeta’s role as a leader in AI marketing innovation.”  

“‘Achieve the Impossible,’ is designed to capture the imagination of marketers and advertisers who want to think bigger about the opportunities around AI,” said Megan Rose, Group VP of Marketing at Zeta Global. “With bold storytelling and imaginative questions, the brand campaign positions Zeta as the driving force behind marketers’ success and marks a new chapter in how the world sees Zeta—innovative, transformative, and essential to the future of marketing.” 

Produced by Zeta’s in-house creative team, the campaign weaves together inspiration from visionaries like Beethoven, Nostradamus, and Sherlock Holmes with insights from customer feedback and market research. It showcases how Zeta’s AI-driven platform makes even the most imaginative marketing goals attainable. 

To learn more about Zeta Marketing Platform visit: https://zetaglobal.com/  

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 New York City with offices around the world. To learn more, go to www.zetaglobal.com  

Investor Relations  
Matt Pfau 
[email protected]    

Press  
Krystina Puleo 
[email protected]   

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