The NFL isn’t just a football spectacle—it’s still TV advertising’s most powerful stage, according to EDO’s third annual NFL TV Outcomes Report. The study analyzed every national TV ad across the 2024–25 season to identify which creative strategies, categories, and media placements drove measurable consumer response.

“In conversations with CMOs and media directors, I’ve arrived at an undeniable conclusion: the NFL remains the ultimate platform for brand engagement at scale,” said Laura Grover, SVP, Head of Client Solutions at EDO.

NFL Ads Outperform Traditional TV

EDO’s report confirms the league’s unmatched influence on consumer engagement:

• TV Impact vs. Average: One NFL ad during the 2024 regular season generated the same impact as 23 standard TV ads, with 19% higher effectiveness during the regular season, 63% during playoffs, and a whopping 243% for the Super Bowl. The league drives an estimated $5.2 billion per year in national TV ad spend.

• Streaming Boosts Engagement: Streaming-exclusive NFL broadcasts outperformed traditional TV by 66%, with highlights including Amazon’s Black Friday game, Peacock’s Week 1 Brazil broadcast, and Netflix’s Christmas slate.

Winning Categories and Standout Advertisers

Not all industries benefit equally from NFL airtime. The report found:

• Restaurants (+69%), Luxury Auto (+42%), and Finance (+27%) brands delivered the strongest engagement during the regular season.

• Solo Stove led the pack, outperforming the league average by 1,403%, making it the season’s most effective advertiser.

NFL players themselves also proved valuable in driving results: ads featuring stars were 13% more likely to generate engagement. Davante Adams’ Taco Bell spots outperformed the average NFL ad by 124%, while Patrick Mahomes and Travis Kelce drove standout outcomes for State Farm and Subway.

Strategic Insights for Marketers

The report, introduced by Gina Reduto, EVP of Strategy, Advertising & Partnerships at NBCUniversal, positions the NFL as convergent TV’s crown jewel. Reduto notes that evolving formats and streaming options create new ways for brands to connect with highly engaged viewers.

EDO’s NFL TV Outcomes Report also covers:

• Super Bowl LIX performance and engagement trends

• Regional and demographic analysis of ad effectiveness

• Top-performing categories and creative strategies

For marketers planning campaigns ahead of the NFL Kickoff on September 4, 2025, on NBC and Peacock, these insights offer actionable guidance on maximizing ROI and engagement on the nation’s most-watched sports stage.

Get in touch with our MarTech Experts.