The 2023 NFL season was a comeback year for alcohol advertisers, who appear to have found the right playbook for engaging football fans. According to EDO's NFL TV Outcomes Report, the Alcohol category's ad effectiveness was up 130% year-over-year during the regular season and 75% during the postseason.
Alcohol ads during NFL games consistently outperformed the category's primetime average, driving 7% higher engagement during the regular season on a per-second, per-person basis. When the playoffs kicked off, these ads really hit their stride, boasting a 105% higher likelihood of consumer online search activity.
So, which alcohol brands were the MVPs of this latest NFL season? Pour yourself a drink and read on to find out.
Just like the NFL's ever-changing power rankings, the alcohol advertiser leaderboard saw some major shakeups in 2023. Smirnoff, the only top 5 brand to survive from 2022, rose from fifth place to claim the crown for TV ad engagement. Modelo and Captain Morgan also climbed the ranks, securing spots in the top 5.
One of the biggest surprises was Bud Light, which jumped nine spots, thanks in part to clutch cameos by NFL legends Peyton Manning and Emmitt Smith. But the real Cinderella story was Barefoot Wines, the only non-beer or liquor brand in the top 10, which leaped 11 places year-over-year to become the fifth most effective alcohol TV advertiser.
Here's the full list of alcohol brands that made a splash during the NFL season:
Whether you’re going for it on fourth down, or drawing up a critical Q4 media plan, sometimes the simplest plays are the most effective.
Taking the top spot in the 2023 season was a familiar campaign: Corona’s "Palm Tree Christmas" ad, which engaged audiences at a whopping 404% higher engagement rate than the average alcohol ad aired during NFL programming.
Corona’s secret ingredient? A quieter approach, with zero dialogue — just the whistle of a Christmas tune and a palm tree decked out in colorful lights. The ad also got an engagement boost from a slick brand integration: "Shazam to Win: A Beachfront Getaway in Mexico,” a one-click call-to-action that propelled audience engagement and online activity.
Media buyers can’t afford to fumble ad placements during the next NFL season. That’s why EDO measured TV outcomes for every ad airing in the 2023-2024 NFL season.
This report breaks down ad performance across industry categories, and reveals which brands and NFL ad spots generated the most consumer engagement. It’s the scouting report you need to invest your ad dollars wisely and come out on top in 2024.
Don't get sidelined by subpar ad performance. Download EDO's 2023-24 NFL TV Outcomes Report and start planning your winning strategy.