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2022-23 NFL Regular Season Report

Inside the Report

The 2022-23 NFL regular season began a seismic shift: moving from linear to streaming. Amazon Prime began its exclusive broadcasting of Thursday Night Football (aside from week 1 and Thanksgiving). But that didn’t sway momentum on linear TV. In fact, linear TV ad impressions increased over 5% compared to the 2021-22 regular season. 

This report breaks down TV ad trends and highlights for the 2022-23 NFL regular season, including emerging advertisers, top brands by impression share-of-voice, most-seen games and most-likeable creatives from NFL sponsors. 

Key takeaways include

  • The NFL accounted for 14.7% of new-airing TV ad impressions during the regular season (vs. 13.6% in 2021-22).
  • Expedia’s NFL TV ad impressions rose more than any other brands’ in 2022-23, climbing by 738x YoY.
  • Sports betting brands continued to grow during 2022-23, with 15% more impressions during NFL games YoY.