Are you ready for some football? Because advertisers certainly are.
The NFL once again ruled the TV upfront this year, with advertisers getting in early on inventory that media buyers tell us was up as high as double digits vs. last season. And the demand has been unprecedented, leading Disney to announce that Super Bowl ads were sold out in August, as prices potentially hit the $10 million range.
According to TV measurement and outcomes company EDO’s 2025-26 NFL TV Outcomes Report, the average regular-season ad generated the same impact as 73 ads on primetime TV, up 15% from last season.
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