Did S5 had less hype than S4?

I've started ST when S4 came out, right between gap of 1st and 2nd part. Back then they had sooo much collaborations, retails even Pandora and even 21 pilots had a whole clip of it on festival. But with S5 it seems like they did less? Yes they did have collabs with general clothing brands and similar, but nothing major considering it was a finale of one of the most watched show. Or is it just country that I'm in participating less? Idk how it was before S4 though