Are NFL-Themed TV Ads More Effective With NFL Fans?

Utilizing NFL spokespeople is not a new concept during games. But given the price tags attached to many of these engagements, brands want to know if it's truly worth paying for the NFL sponsorship and/or famous face. iSpot Creative Assessment data would seem to indicate yes.

• Looking at 400 NFL ads (excluding network spots) tested from Sept. 1, 2023-Aug. 31, 2024, the average ad featuring NFL content performed 19% higher among NFL fans surveyed vs. the general population audience.
• Over the past year, ads featuring NFL content drove notably stronger positive purchase intent – 13 percentage points higher – among NFL fans vs. gen-pop viewers.
• Understanding this relationship helps justify brand spending in relevant NFL programming when investing in NFL-specific content.