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The NFL and its players score bigger points for brands than just about any other option.
Last year, according to data and analytics firm EDO, the National Football League was responsible for half of the top 10 most effective broadcasts for advertisers. During the NFL’s kickoff game on NBC, EDO found that viewers were 64% more likely to engage online with featured brands than viewers of the average ad during a primetime broadcast.
On average, brands would have to air 21 ads during the average primetime network broadcast to get the sports marketing impact of one ad during the kickoff game on NBC.
Opening week’s Sunday Night Football on NBC scored similar results, with viewers 24% more likely to engage online with ads than they would during average primetime viewing.
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