2023 NFL Playoffs TV Ad Report

The NFL playoffs were TV’s biggest attraction from Jan. 14-29, delivering 21.8% of TV ad impressions (for first-airing programming) in the timeframe – nearly 8 times as much as the next program. With huge matchups and thrilling finishes each weekend, playoff advertisers repeatedly reached large audiences from the wildcard round through the conference championships.

Before the Super Bowl kicks off, check out this breakdown of the biggest 2023 NFL Playoff TV ad trends and highlights, including emerging advertisers, biggest brands by ad impression share-of-voice, top games and most likeable creatives throughout the postseason action.

Key takeaways include:

• NFL playoff TV ad impressions declined by 17.2% year-over-year.
• TV ad impressions for mobile devices during playoff games rose 63% year-over-year.
• Pepsi Zero Sugar, New Balance and Intuit emerged as some of the biggest new playoff TV advertisers.