The NFL delivers impressive audience reach, but that’s just part of the equation for the advertisers spending millions of dollars to place spots during games every season. To truly understand the power of NFL advertising, brands need to know whether audiences actually like the ads, and whether they’re driving purchase intent.
iSpot’s latest report, The Unified NFL TV & Video Ad Playbook, shows the highlights for which 2024-25 NFL ads scored high likeability with audiences, the league sponsors that sparked purchase intent and how various NFL spots outpaced category norms.
Football and food kept their harmonious marriage going, with ads from NFL sponsors like Little Caesars, Taco Bell and Pringles scoring the highest likeability last season. All three spots featured NFL talent, while Little Caesars and Taco Bell also showcased delicious food close-ups to get audiences’ mouths watering.
Looking beyond food, ads from other NFL sponsor brands found various ways to outpace norms with heartfelt stories, deals or comedy.
DraftKings’ “Touchdown: Comedy” spot highlighting a $200 bonus bet deal for betting $5, scored likeability 123 points higher than the sportsbook norm thanks in part to the presence of stars Kevin Hart and LeBron James.
Brands like AT&T (“5G Helmet: Connecting Changes Everything”) and USAA (“Family Photo”) found other ways to fly past category norms.
AT&T’s spot was 85 points higher by likeability, vs. the wireless service norm, as the brand showcased using connectivity as a way to overcome disabilities. USAA, meanwhile, used a famous face in Rob Gronkowski, to effectively (and humorously) explain its value proposition for active duty military personnel and veterans—while beating insurance category norms for likeability by 77 points.
But did likeability have audiences ready to buy? In some cases, our data shows a direct correlation—especially when it came to food brands.
Among NFL sponsors, Little Caesars, Domino’s and Taco Bell were the brands that scored positive purchase intent at 70% or higher. JCPenney and King’s Hawaiian also secured high levels of positive purchase intent, thanks in part to tactful deployment of celebrities like Martha Stewart, Shaquille O’Neal, Eli Manning and Peyton Manning.
Every team needs a playbook during the NFL season. Download The Unified NFL TV & Video Ad Playbook today, and contact iSpot to see how to better focus your advertising to win big with audiences.