What’s in our content cabinet this week? Live sports, led by the NFL, are delivering unmatched ad impact, driving a strategic shift in video investment as brands seek scalable, measurable results.
As a media buying agency, we’ve seen a clear shift in momentum toward live sports, with the NFL driving more impact than ever. 🏈 This has led us to re-evaluate our approach to video and identify where to strategically invest in these high-performing moments. It has also reinforced the value of our partnerships with premium publishers.
As we look ahead to Q4 and 2026, EDO‘s 2025 NFL TV Outcomes report has been a key resource in our planning. NFL ads outperformed TV averages by 19% during the regular season, 63% in the playoffs, and an incredible 243% during the Super Bowl. Streaming-exclusive NFL games delivered 66% stronger ad effectiveness, with standout performance in categories like Restaurants, Luxury Auto, and Finance. Ads featuring NFL players also generated higher engagement, making them an even smarter creative choice.
The takeaway? The NFL remains one of the most powerful platforms for brands looking to drive measurable impact at scale, and we are starting to see this trend among other live sports as well. Learn more about the impact of NFL on TV and stay ahead of the curve in EDO’s guide here.