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Beyond small businesses, broadcast network ABC also stands to benefit from airing the show — in 2020, a 30-second ad during the telecast cost $2.15 million, on average, according to marketing data firm Kantar.

In December, however, industry analysts at Kantar reported that Lidl was the fastest growing bricks-and-mortar grocer over the past quarter, as it closes in on Morrisons' position as the UK's fifth largest supermarket group.

The decision to use familiar ideas and characters is a smart one, said Lynne Deason, head of creative excellence at analysts Kantar.

About 25% of advertisers expect to decrease their spending on X next year and only 4% of advertisers think the platform’s ads provide brand safety, according to a survey by the market research firm Kantar.

Premium own-label volumes were up by nearly 16% year-on-year, according to the latest monthly data from the retail research firm Kantar.