EDO, the TV outcomes company, has released its fourth annual NFL TV Outcomes Report at edo.com/nfl-ads, analyzing every national TV ad that aired across the 2025–26 NFL season to reveal what brands, sponsorships, creative plays, and media environments delivered the strongest TV outcomes against category-specific benchmarks.

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EDO’s new report shows the NFL remains unmatched on TV in driving consumer engagement through measurable actions like branded searches and site visits, the proven predictors of incremental business impact. EDO applies the same measurement standard to every advertiser and every game, giving the industry a consistent, comparable view of performance.

“Today’s audiences have more choices than ever, yet premium content continues to command engagement at an unmatched scale. Within that landscape, the NFL remains TV’s most-watched programming event – and continues to prove that the biggest audiences also drive meaningful consumer action long after the final whistle,” said Jim Minnich, SVP, Revenue and Yield Management, Disney Advertising, in his intro letter to the report. “The insights in EDO’s 2026 NFL TV Outcomes Report reinforce what we see across premium television every year: when brands align with the moments audiences value most, it drives stronger engagement and measurable business outcomes.”

EDO’s report highlights how brands that align with the NFL’s biggest moments drive stronger engagement and measurable business outcomes, with a single NFL ad delivering the impact of roughly 73 primetime broadcast and cable spots. Looking ahead, the report also previews Disney’s “Year of the Super Bowl,” ahead of the game’s return to ABC and ESPN’s first-ever Super Bowl production.

Key findings in EDO’s NFL TV Outcomes Report include:

  1. NFL’s Ad Impact Continues to Reach New Heights

    1. The NFL’s massive, engaged audiences continue to deliver results. The average regular-season ad generated the same impact as 73 ads on primetime TV, up 15% from 2024-25. Meanwhile, the average Super Bowl spot matched the impact of 1,455 primetime ads.

  2. Pharma Brands Find Cure on the Gridiron

    1. The top two NFL regular season advertisers — and three out of the top five — were Pharma brands. Often running 60-second spots, brands in this category were 95% more effective during regular-season NFL games than they were during primetime broadcast and cable. Biologic brand Nemluvio led all advertisers with 1,683% stronger engagement than the league average.

  3. AI Takes the League By Storm in 2025

    1. New advertisers like Claude and AI-themed ads from brands like Microsoft and IBM landed with audiences. For example, Microsoft’s ad highlighting Copilot’s AI-powered animation capabilities was the top creative among Internet & Telecom companies, and it drove 667% more engagement than the average regular-season ad overall. Brands that can prove how their AI delivers are driving outcomes with NFL audiences.

  4. TV Sponsorships Finally Get the Outcomes Treatment

    1. For the first time, EDO measured NFL sponsorships using its new Sponsored Ad Outcomes™ solution — covering 1,443 sponsorships across 139 brands and 79 games on every major broadcast and streaming platform in the 2025-26 NFL season. Halftime Studio Show Segments were 198% more effective than the average NFL sponsorship unit, while Sponsor Billboards delivered 28% above average. Toyota showed strong sponsored ad results with 157% stronger engagement than the typical NFL sponsorship unit, while Bud Light’s Lower Third integrations drove 42% stronger engagement, and Burger King‘s Sponsor Billboard Card drove 104% above average — demonstrating that the right integration can drive sponsorship ROI.

“In a premium TV environment where the competition is as fierce during the ad breaks as it is on the field, the NFL remains the ultimate proving ground for driving results. EDO TV outcomes make the scoreboard clearer than ever — knowing which brands are ahead of the pack and who’s playing catch-up,” said Kevin Krim, president and CEO of EDO. “Outcomes measurement only means something for brands when they are immediate — for every brand, every competitor, every creative — and on the right benchmark. EDO’s TV Outcomes data is the only place in the industry where any advertiser can see how they stack up against the competition. Measuring TV advertising any other way is like calling plays without knowing the score.”

Explore EDO’s full NFL TV outcomes findings — including macro outcomes stats, category breakdowns, celebrity analysis, Super Bowl rankings, and the first-ever NFL sponsorship outcomes analysis — in EDO’s 2025–26 NFL TV Outcomes Report at edo.com/nfl-ads.

About EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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