NFL Scores Big In Advertising Effectiveness Bowl
Super Bowl advertisers achieved significant gains in engagement and effectiveness, according to research by EDO. Advertisers spent $3.7bn on ads during the NFL regular season, which had an engagement rate 20% higher than the broadcast primetime average. During the playoffs, advertisers spent $632m, achieving an engagement rate 19% higher than the primetime average. Super Bowl LVII saw advertisers spend $757m, with an engagement rate 221% higher than the primetime average. The NFL had five of the top ten programs for TV advertising effectiveness, with Thanksgiving Day and Thursday Night Football games proving particularly impactful.
The National Football League (NFL) is not only the most-watched programming on TV, but it also provides the most impactful advertising environment, according to a new report by research and analytics company EDO. The report analyzed the 2022-23 season and found that advertisers spent a total of $3.7 billion on ads during NFL games on broadcasting and streaming platforms during the regular season. These ads had an engagement rate 20% higher than the average for primetime broadcasts. During the playoffs, advertisers spent $632 million on ads, which had an engagement rate 19% higher than the primetime average. For Super Bowl LVII, advertisers spent $757 million and received an engagement rate 221% higher than the broadcast primetime average. In fact, the NFL had five of the top ten programs for TV advertising effectiveness, including the Super Bowl.
The report also highlighted the impact of specific matchups and streaming platforms. Three of the five most impactful regular season matchups aired on Thanksgiving day, which is the lead-in to the year's biggest shopping weekend. The first night of Thursday Night Football streamed on Amazon Prime Video produced the third most impactful game during the season. Overall, the first season of Thursday Night Football games on Amazon were 116% more effective at driving consumer engagement than the broadcast primetime average. This season, Amazon will stream a game between the Jets and the Dolphins on Black Friday, the heavy-duty shopping day after Thanksgiving.
The report emphasized the strength of sports on both traditional linear TV and streaming platforms. While prices for entertainment programming in the upfront were down, prices for sports, particularly the NFL, were up. This reflects the NFL's status as the undisputed champion of live TV and its integral role in an effective media plan. The report also ranked the effectiveness of ads in different categories. Crown Royal, Patron, and Busch were the most effective ads in the alcoholic beverage category. BMW, Mercedes-Benz, and Lexus topped the luxury auto category, while Toyota, GMC, and Ford were the top non-luxury auto brands. Glaceau Mountain Dew and Dr Pepper were the top brands in the food and beverage consumer packaged goods category. Invisalign, Chanel, and Oral-B were the top home and personal consumer packaged goods advertisers. SoFi, Experian, and Nerd Wallet led in the financial services category, and Aflac, USAA, and Allstate topped the insurance category. Panera Bread, Popeyes Louisiana Kitchen, and Pizza Hut were the best-performing restaurant advertisers, and Dick's Sporting Goods, Old Navy, and Rakuten were the top retailers.
Overall, the report highlights the significant impact of advertising during NFL games, with higher engagement rates compared to primetime broadcasts. It also emphasizes the importance of specific matchups, streaming platforms, and the NFL's role in an effective media plan. The rankings of the most effective ads in different categories provide insights into successful advertising strategies within the NFL environment.