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# EDO: NFL ads outperformed typical primetime spots 73-to-1 last season
- URL: https://fabric.media/edo-nfl-ads-outperformed-typical-primetime-spots-73-to-1-last-season/
- Published: 2026-09-08T21:10:55.000Z
- Updated: 2026-09-08T21:10:55.000Z
- Description: EDO analyzed every national TV ad aired during the 2025-26 NFL regular season and found the average NFL spot drove the same consumer-behavior impact as 73 typical primetime ads, up 15% year over year.
- Author: Fabric.Media Editorial
- Tags: Measurement, Margo Waldrop, NFL ads returns and measurement trust

**Why it matters.** Buyers negotiating NFL ad premiums now have a third-party outcomes benchmark to justify or challenge pricing, even as fragmented distribution complicates comparing it to other inventory.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=fabric.media) *·* [*Margo Waldrop*](https://fabric.media/tag/by-margo-waldrop/) *·* [*read the original*](https://www.thedrum.com/news/nfl-ads-deliver-big-returns-but-which-numbers-can-marketers-trust?ref=fabric.media)*.*