Kevin Krim, CEO of EDO, which measures the immediate impact of TV advertising across linear and streaming, gives a detailed read through of the Super Bowl's advertisements and which companies came out ahead this year. 

Las Vegas

Behind the business of Super Bowl LVIII ads

But Nielsen measures with its audience numbers is how many people watch. What we're measuring a DDO is what happens next. What are those behaviors that every marketer is trying to drive of engagement with their brands that deepening of loyalty of consideration of intent. And what we saw it top two best performing ads were movies. As you mentioned number three was Volkswagen. Really interesting to see Volkswagen returning to the game after 10 years of being absent showing their heritage in the U.S. with the beetle and then teasing their all electric VW bus. The idea buzz that's coming later this year. And boy has he been under some pressure of late. I'm just wanting to know ultimately what you're measuring when you're coming to us with numbers like two thousand two hundred and forty three percent increase in terms of engagement when it came to Deadpool and Wolverine. Right. What are you seeing. Is it is it searches. Those are people people grabbing their phones other connected devices and searching for it going to YouTube to watch the trailer the extended trailer which is often a call to action going to Wikipedia to learn more about the cast. Those are the kind of behaviors that we pick up in our measurement and we're looking at lift above a normal baseline set of behaviors. So these new films new cars new products like Temu relatively new still. Those are the kind of things we're seeing very large lift above those baseline levels. Something that is more ubiquitous you're going to see lower lift. But those still are interesting numbers when you're a marketer trying to drive people into your product. What you don't expect the morning after a Super Bowl is to wake up and think about probiotic healthy sodas. But you know probably was so present. Right. I want to use them as a case study for the spend because you know they rank super high on the list. But that must have been some expensive real estate for them to be so positioned. And the question is what does the data tell you about what they get out of it. You know how do we know that people flood to the shops thinking about their gut health and wanting to drink healthy soda. Right. So we saw poppy number four on our rankings. Huge lift above its normal levels of engagement. What their ad did so smartly is talked about the benefits the differences between their their soda and a typical sugary soda low sugar probiotics. And it's a high priced product. I didn't realize until I saw that ad and looked it up that it's a two dollar a can soda. If you're buying it you know at the typical grocery store. So for an independent soda company based in Austin Texas to really break through you're spending about seven maybe even a little more million dollars for that 30 second spot. Your creative costs are on top of that. Now they intelligently I think didn't invest in a celebrity. They didn't need it. They felt instead they went with just big bold claims about how they're different. It was a bright cheery and engaging spot and it performed.

Israel has ordered civilians in Rafah to move towards Khan Younis, in the clearest sign yet that a military operation is imminent. A ceasefire in Gaza looks as distant as ever with Hamas refusing to lay down arms unless there is a complete cessation of the war. Meanwhile, Benjamin Netanyahu said Israel would go it alone if necessary, even in the face of criticism from its Western allies.

Rafah

Israel-Gaza War

Israeli army orders Palestinians to evacuate parts of Rafah

The bodies Australian brothers, Jake and Callum Robinson have been identified by authorities in Baja California, Mexico. It comes as their grieving parents arrive in the country.

Council of the City of Sydney

Brothers identified as victims of Mexico robbery

Qantas has been ordered to compensate passengers following revelations that it sold tickets on thousands of flights that had already been cancelled. The airline has agreed to pay a $100 million fine and $20 million in compensation to affected passengers.

Mascot

Qantas ordered to pay compensation over 'ghost flight' scandal

A former detective is facing allegations of sexually assaulting a 19-year-old woman whose case he was initially assigned to investigate. Accused of exploiting his authority, Glenn Coleman, 55, has been charged with 10 offences,

Penrith

Police officer accused of assaulting rape victim

The death toll from heavy rains that have caused flooding in Brazil's southern state of Rio Grande do Sul has risen to at least 78, local authorities said, with more than 115,000 people displaced.

State of Rio Grande do Sul

Climate Crisis

Death toll rises in record-breaking Brazil floods

China's President Xi Jinping has arrived in France for a rare visit with President Emmanuel Macron. They are set to discuss trade, amid growing tension between Europe and China over an imbalance between China's exports and European imports.

Paris

China's Xi Jinping visits Europe amid global tensions

While several pro-Palestinian campus protests in the U.S. were dismantled over the weekend, others became more disruptive and interrupted at least one graduation ceremony.

Chicago

Protests disrupt graduation ceremonies at U.S. universities

Prospects for a Gaza ceasefire appeared slim as Hamas reiterated its demand for an end to the war in exchange for the freeing of hostages, and Israeli Prime Minister Benjamin Netanyahu flatly ruled that out.

Tel Aviv-Yafo

Gaza truce hopes fade as Israel, Hamas trade blame

The Israeli cabinet has voted to unanimously shut down Al Jazeera's operations in the country. That's according to Prime Minister Benjamin Netanyahu in a statement on X. 
It is not clear when this decision will take effect.

Israel announces ban of Al Jazeera channel, website

Australian police said they have shot dead a boy after he stabbed a man in Western Australia's capital Perth, in an attack authorities said indicated terrorism.

Perth

Australian police shoot boy dead after stabbing

Sadiq Khan has been elected mayor of London, winning a historic third term after a dramatic contest. Khan was declared the winner over the Conservative candidate, Susan Hall with 43.8% of the vote.

London

Sadiq Khan elected London mayor for third term

Floods have killed at least 58 people in southern Brazil. Nearly 70,000 have been forced from their homes. Tens of thousands of people have been left without drinking water or electricity. It's the worst flooding the region has seen in more than 80 years.

'It's going to get worse': Brazil braces for flood peaks

Students at the University of California in Irvine say they will remain on campus until all their demands are met. School officials say they'll continue to negotiate with the protesters -- and are hoping to reach a deal soon.

Irvine

Police, protesters in stand-off at California university

The Federal Government will cut $3 billion in student debts, in measures to be announced in next week's budget. The reforms will see the student loans of three million graduates by an average of $1200 and changes to loan indexation.

Camperdown

Labor to wipe $3 billion of student debts

Mexican authorities have charged three suspects over the disappearance of Australian brothers Callum and Jake Robinson and their American friend Jack Carter Rhoad. It's believed the tourists became embroiled in a bungled robbery. Four bodies were found near the trio's abandoned campsite, but are yet to be formally identified.

Baja California

Mexican authorities lay charges over Australian brothers' disappearance

A knife-wielding teenage boy has been shot dead by police in Bunnings carpark in Willetton, Perth. The 16-year-old boy had phoned Triple Zero saying he planned ‘acts of violence’ and stabbed a male member of the public. The WA Police Commissioner says the teenager had ‘mental health and radicalisation issues’.

Willetton

Police shoot dead ‘radicalised’ teenage boy in Perth

The death toll from rains in Brazil's southernmost state of Rio Grande do Sul rose to 57, local authorities said on Saturday (May 4) afternoon, while dozens still have not been accounted for.

Dozens missing amid record-breaking Brazil flooding

There are renewed hopes for a ceasefire in Gaza after a Hamas delegation arrived in Cairo to continue talks amid reports of a proposal agreed to by Israel to halt fighting for an initial 40 days in exchange for the release of hostages.

Hopes rise for Gaza ceasefire amid Hamas talks

Students showing support for Palestinians have set up camp outside the University College London. They say they'll continue their protest until the university divests from Israeli institutions that 'profit from the war in Gaza'.

Pro-Palestine university protests spread to London

Dozens of Palestinians have held a demonstration in the West Bank, to condemn the killing of five Palestinian fighters. Crowds rallied hours after Israeli troops attacked the fighters in the village of Deir al Ghoson.

Jerusalem

Five Palestinian fighters killed during West Bank raid

Dozens of people in two rubber dinghies have reached the southern coast of England, the latest among thousands of asylum-seeking migrants to make the risky sea crossing from France this year.

Dover

Asylum seekers arrive in England despite Rwanda threat

A former immigration detainee has been bailed after allegedly threatening police with a knife in Melbourne. It follows the recent violent home invasion allegedly committed by another released detainee in Western Australia Pressure is mounting on Federal Immigration Minister Andrew Giles to be held to account.

Canberra

Pressure mounts on Immigration Minister after latest detainee incident

Mexican authorities have reportedly discovered a fourth body near the cliff site where Perth brothers Jake and Callum Robinson disappeared, along with their American friend Jack Carter Rhoad. The Australian family of the brothers are en route to Mexico. The bodies are yet to be formally identified.

Ensenada

Fourth body discovered in Mexico search for Australian brothers

Ukraine is eagerly waiting for Western aid as Russia racks up more victories on the battlefield. Meanwhile, British Foreign Secretary David Cameron on a visit to Kyiv gave Ukraine the go-ahead to use British weapons to strike directly at Russia.

Kyiv

Ukraine Invasion

U.K. allows its weapons to be used on Russian soil

Canadian police have charged three Indian men with the murder of Sikh separatist leader Hardeep Singh Nijjar last year and said they were probing whether the men had ties to the Indian government.

Surrey

Canada police charge three with murder of Sikh leader

China has launched an uncrewed spacecraft on a nearly two-month mission to retrieve rocks and soil from the far side of the moon, the first country to make such an ambitious attempt.

Wenchang

China launches mission to far side of the moon

Britain's opposition Labour Party won a parliamentary seat in northern England on Friday (May 3) and control of several councils, inflicting heavy losses on the governing Conservatives to pile more pressure on Prime Minister Rishi Sunak.

U.K.'s Labour claims big early win over Conservatives

Turkey has announced that it is halting trade with Israel, worth $7 billion a year, until a permanent ceasefire and humanitarian aid are secured in Gaza. Israel denounced the decision as breaking trade agreements.

Ankara

Turkey to stop trade with Israel until Gaza ceasefire

Media watchdog group Reporters Without Borders warned of declining government support for press freedom as it unveiled its annual world rankings on Friday, highlighting Argentina among the countries where the situation has deteriorated.

States doing less to support press freedom, says watchdog

Arizona's Democratic governor signed a bill overturning an 1864 law banning abortion, a month after the state's supreme court said the Civil War-era rule was valid.