Fabric.Media

EDO: NFL ads outperformed typical primetime spots 73-to-1 last season

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.

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 · Margo Waldrop · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Measurement

All →

Branded entertainment still measures a monoculture that no longer exists

A WFA/Lumency study of $8.2 billion in sponsorship spend finds 84% track awareness, but advocacy tracking fell to just 6%, from 15% two years earlier, even as fragmentation makes community loyalty the metric that actually counts.

Kalshi cracks top 3 in sports betting TV ad spend

iSpot data shows prediction market Kalshi ranks No. 3 in estimated national TV ad spend among sports betting brands this year, trailing only two traditional sportsbooks despite not running a typical sportsbook ad playbook.

IPA: Brits now consume 44% of commercial media alone

New IPA TouchPoints data shows British adults spend 44% of commercial media time alone, up 10% since 2015, with 16-34s at 46%. Smartphones now match TV for total commercial media time among UK adults.