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NFL Playoffs 2022: TV Ads That Peaked in the Postseason

Inside the Report

The NFL’s expanded 14-team playoff continued to pay dividends in its second year. Both viewership and excitement were on the rise, with nail-biting finishes throughout the division and conference championships. Advertisers were able to cash in as brands new and old flocked to one of TV’s most premium programs. Download this NFL Playoffs 2022 report for TV ad insights from the final two rounds leading up to the Big Game.

Report highlights include:

  • As was the case in the regular season, Progressive was the top spender, increasing its est. national TV ad spend by nearly 36% vs. last year’s playoffs
  • 41% of advertisers appearing during this year’s NFL Playoffs did not appear during last year’s playoffs (DIRECTV Stream led newcomers with over 489 million TV ad impressions)
  • Amid uncertainty, Theatrical Movies accounted for just 0.72% of TV ad impressions during playoff games last year, but jumped to 2.47% in 2022.
  • Three of the 20 biggest YoY impressions increases came from beer brands (Michelob ULTRA, Miller Lite and Modelo)