Advanced Television

Report: Cowboys games best for NFL advertisers

November 15, 2023

As the NFL season reaches the midway mark, iSpot, the attention measurement specialist, has taken the temperature of which brands/industries are advertising, what’s resonating with audiences and where viewers are tuning in the most.

The Dallas Cowboys appeared in five of the top 10 most-viewed games in the US this season so far by TV ad impressions. Though the defending champ Kansas City Chiefs were already a big draw for audiences and advertisers, the Taylor Swift effect (she is currently dating Chiefs tight end Travis Kelce) helped the team occupy two of the top three spots by TV ad impressions.

Further highlights from iSpot include:

  1. Overall impressions are up YoY: In the first eight weeks of the 2023-24 season, NFL’s national linear TV ad impressions are up 12 per cent year-over-year.

  2. Kelce is most-seen spokesperson: Kelce is the most-seen spokesperson during the NFL season (with six brand deals appearing on air this season so far). After showing up in 35 ad airings during the first week of NFL action this season, Kelce has appeared at least 30 times every week since; with a high of 52 airings during NFL action on October 1st-2nd (making him appear during 3 per cent of all household TV ad impressions delivered during NFL games overall).

  3. Fast food outlets lead industries: 75 per cent of the NFL sponsor ads to score the highest attention scores featured food and/or drinks. That group was led by King’s Hawaiian and its Manning brothers spots. But Little Caesars was prevalent as well, while Smirnoff was the lone beverage brand among the top 20 by attention.

Categories: Advertising, Articles, Research

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