As the cost of TV advertising has increased, brands have understandably put a renewed premium on the reactions and purchase signals those spots generate. Especially during the most expensive programming options like football.
After three weeks of NFL action, iSpot’s agentic AI platform, SAGE, took a look at the most-seen ads, along with the celebrity talent that are driving Likeability and Purchase Intent among self-declared NFL fans.
The findings get into the key reasons why those spots are landing well with those audiences, and how brands can effectively deploy celebrities in the future.
Bud Light: “The Move”
Both the 15- and 30-second version of the spot performed well with NFL fans, outpacing the 90-day general population norm by over 7% for Likeability. And while Hall of Fame quarterback Peyton Manning performed well as a spokesperson, the data shows his Likeability as talent was actually elevated even more by the presence of his co-star, comedian Shane Gillis.
The two celebrities together were 5% more likable than Manning alone, and as a theme, their interplay translated more than either spokesperson alone. For those that the duo resonated with (17.2% of NFL fans surveyed), they delivered Top-2 Box Purchase Intent near 64% as a team.
Additionally, the spot featured limited (under 6%) bottom-2 box scores overall – notable for beer creatives in particular, showing that this ad and its celebrities were effective at fueling intent to purchase among NFL fans.
Nationwide Insurance: “Paintin’ Manning: Locker Room Mural”
Another spot featuring Peyton Manning puts the former QB in the driver’s seat of the creative, and he delivers with NFL fans.
“Locker Room Mural” is the most likable recent Manning ad with the NFL audience, outperforming the 90-day insurance norm by nearly 10% (and the next-best ad by 2%). The spot was also tied for the highest Top-2 Box Purchase Intent, at 44%, showing that the ad’s straightforward message landed.
Manning himself is the dominant driver of positive response across this ad and the other Nationwide spots.
In “Locker Room Mural,” Manning as a theme generated Likeability 13% above the spot’s overall score among NFL viewers. And across his recent Nationwide spots, his presence registered additional purchase intent as well – indicating his high upside as a spokesperson for the brand.
DraftKings: “Sundae”
Pairing a bit of an odd couple in Kevin Hart and Nick Jonas had a positive impact for DraftKings in the new ad “Sundae.”
NFL fans who called out the celebrities specifically gave the spot a Likeability score 12% higher than the overall score, and had a Top-2 box Purchase Intent of 63%, which also outperformed the average.
Respondents noting Hart and Jonas cited them as “attention-grabbing” or “enjoyable” and saw the humor of the ad’s concept to be a big driver for Purchase Intent.
When the laughs land here, via the famous faces and the ice cream sundae itself, Purchase Intent was nine points higher than it was for the celebrities.
But the execution of that humor doesn’t happen without Hart and Jonas, and the spot scores significantly higher attention, Likeability and effectiveness than the sports betting norm as a result.
State Farm: “For Ashley”
Once again, Kansas City Chiefs QB Patrick Mahomes and coach Andy Reid are a genuine creative asset with NFL fans. Those who responded positively to the celebrities in “For Ashley” rated the ad 135 points above average on Likeability and showed strong purchase intent lift.
As a theme, the celebrities scored higher Likeability than any other element of the spot, and their Top-2 Box Purchase Intent was almost 57% (versus just 4% for bottom-2 box).
In recent years, many of State Farm’s celebrity partnerships have landed well with NFL fans, including previous iterations of the Mahomes/Reid combination.
The pairing works specifically for NFL viewers, who received “For Ashley” with 15% more Likeability than general population audiences do. The gulf indicates that the spot is very successful with the audience it’s intended for.
Want to understand more about how your own ads are resonating with NFL fans?
Get in touch with us today to take a look at your brand’s creative approach to football, and how it can drive effectiveness and outcomes.