{"id":39154,"date":"2026-08-26T09:10:57","date_gmt":"2026-08-26T16:10:57","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=39154"},"modified":"2026-08-26T09:18:57","modified_gmt":"2026-08-26T16:18:57","slug":"ahead-of-kickoff-pre-season-intelligence-for-the-2026-27-nfl-season","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/ahead-of-kickoff-pre-season-intelligence-for-the-2026-27-nfl-season\/","title":{"rendered":"Ahead of Kickoff: Pre-Season Intelligence for the 2026\u201327 NFL Season"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As kickoff for the 2026\u20132027 NFL season closes in, brand strategy teams are fine-tuning their game plans for television\u2019s most valuable live audience. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From Peyton Manning leading spokesperson airings and QSRs driving top ad Likeability to Wingstop achieving a +20.9% conversion lift, look back at what actually moved the needle <strong>during the 2025\u20132026 regular season.<\/strong><\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Most-Seen Advertisers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dominating game day requires consistent, high-impact exposure that outpaces category rivals. The top-ranked brands leveraged massive share of voice to capture billions of impressions and keep their messaging front-and-center throughout the broadcasts.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"894\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1-1024x894.png\" alt=\"\" class=\"wp-image-39168\" style=\"aspect-ratio:1.1467006355161118\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1-1024x894.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1-300x262.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1-367x320.png 367w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1-768x671.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24123311\/0.97-1.png 1332w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Most-seen advertisers during the 2025-2026 NFL season.<\/em><\/figcaption><\/figure>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-f56f613f wp-block-group-is-layout-flex\">\n<p class=\"wp-block-paragraph\"><em>TV Ad Impression Share of Voice (SOV): The percentage of impressions generated by a brand or ad compared to the total impressions generated by the selected criteria.<\/em><\/p>\n<\/div>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Roster Intelligence: Top Talent by Airings<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Star power commands instant attention and with the right fit, athletes can help advertisers turn airtime into long-term brand equity.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But heavy broadcast rotation risks viewer fatigue. While marquee names like Peyton Manning and Saquon Barkley offer broad, multi-brand reach, high airing volume isn&#8217;t the only route to success\u2014focused alignments with heavy anchor-brand concentration (like Travis Hunter with Celsius) offer high category dominance.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"934\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-934x1024.png\" alt=\"\" class=\"wp-image-39159\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-934x1024.png 934w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-274x300.png 274w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-292x320.png 292w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-768x842.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2-1401x1536.png 1401w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093627\/2.png 1406w\" sizes=\"auto, (max-width: 934px) 100vw, 934px\" \/><figcaption class=\"wp-element-caption\"><em>Top talent by airings during the 2025-2026 NFL season.<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Peyton Manning<\/strong> (476 Airings): Proves legendary alumni remain spokesperson powerhouses, led by high-rotation spots for Bud Light (291) and Nationwide (177).<\/li>\n\n\n\n<li><strong>Saquon Barkley<\/strong> (288 Airings): Operates with the league&#8217;s most versatile active portfolio, spanning Lowe&#8217;s (118), Little Caesars (66), Nike (40), and Nationwide (35).<\/li>\n\n\n\n<li><strong>Justin Jefferson <\/strong>(279 Airings): Anchors high-visibility campaigns for Pepsi (155) and Lowe&#8217;s (99).<\/li>\n\n\n\n<li><strong>Josh Allen<\/strong> (267 Airings): Drives a multi-category presence spanning Pepsi (155), SoFi (25), Gatorade (23), and Snickers (21).<\/li>\n\n\n\n<li><strong>Travis Hunter<\/strong> (247 Airings): Demonstrates the strength of singular brand alignment, powered almost entirely by Celsius (212 airings).<\/li>\n\n\n\n<li><strong>Patrick Mahomes<\/strong> (214 Airings): Powers core creative messaging for State Farm (166) and Invisalign (47).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Creative Breakdown: Top 10 Ads by Likeability&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">High broadcast volume gets you noticed, but memorable creative keeps you top-of-mind. The top-performing NFL spots combined sharp value props with situational humor to beat the all-industry norm (610) during the the NFL regular season and playoffs by up to 20%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"935\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3-1024x935.png\" alt=\"\" class=\"wp-image-39160\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3-1024x935.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3-300x274.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3-351x320.png 351w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3-768x701.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/24093634\/3.png 1410w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Top 10 ads by Likeability during the 2025-2026 NFL season.\u00a0<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Likeability Score: Measures the extent to which survey respondents like an ad. Scores range from 1-950. A difference of +\/-25 points is statistically significant.<\/em><\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Food &amp; Value Rule Game Day:<\/strong> Quick-Service Restaurants claimed 5 of the top 7 spots. Appetizing food visual cues tied directly to accessible price points (e.g., Dunkin\u2019s $6 Meal Deal or Taco Bell\u2019s Luxe Cravings Box) tapped straight into game day ordering habits.<\/li>\n\n\n\n<li><strong>Situational Humor Drives Memory:<\/strong> High performers like Liberty Mutual\u2019s \u201cStreaker\u201d (686) and Bud Light\u2019s \u201cOfficegate\u201d (685) leaned into light comedy, giving viewers a shared laugh during high-stress game breaks.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Outcomes Spotlight: Wingstop\u2019s Direct Conversion Model<\/h2>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-f56f613f wp-block-group-is-layout-flex\">\n<p class=\"wp-block-paragraph\">The ultimate test of ad performance is whether the creatives and placements translate directly into measurable consumer action. Wingstop\u2019s cross-network execution across CBS, NBC, Fox, and ESPN during the season provided a prime template for driving lower-funnel results:<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-f56f613f wp-block-group-is-layout-flex\">\n<ul class=\"wp-block-list\">\n<li><strong>Massive Scale:<\/strong> Generated 6.62 million total foot traffic converters during in-season ad airings across CBS, NBC, Fox, and ESPN.<\/li>\n\n\n\n<li><strong>Significant Incremental Lift: <\/strong>Delivered 421K incremental converters\u2014representing a +20.9% conversion lift among exposed households compared to an unexposed control group.<\/li>\n\n\n\n<li><strong>Low Frequency Needed:<\/strong> 50% of exposed households that converted saw 2 or fewer impressions prior to visiting Wingstop.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Connect Game Day to Business Outcomes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Backed by iSpot\u2019s identity spine across 132 million U.S. households, we help advertisers move beyond impression share to measure what actually drives the bottom line.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stop relying on exposure alone or manually cobbling together reports. Connect your creative and audience reach directly to the results that move your business forward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read iSpot\u2019s POV on outcomes to dive into the full measurement framework.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-stat-background-color has-background wp-element-button\" href=\"https:\/\/www.ispot.tv\/hub\/outcomes\/\">Read iSpot&#8217;s Outcomes POV<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>As kickoff for the 2026\u20132027 NFL season closes in, brand strategy teams are fine-tuning their game plans for television\u2019s most valuable live audience. From Peyton Manning leading spokesperson airings and QSRs driving top ad Likeability to Wingstop achieving a +20.9% conversion lift, look back at what actually moved the needle during the 2025\u20132026 regular season&#8230;. Read More<\/p>\n","protected":false},"author":68,"featured_media":39157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"class_list":["post-39154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39154","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=39154"}],"version-history":[{"count":32,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39154\/revisions"}],"predecessor-version":[{"id":39273,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39154\/revisions\/39273"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/39157"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=39154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=39154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=39154"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=39154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}