From the first kickoff to the Big Game, CPG Health & Beauty brands won major points with football fans throughout the NFL’s 104th season. Compared to the category’s primetime average, CPG Health & Beauty ads that aired during the regular season were 15% more likely to drive per-person, per-second engagement.
As that engagement rate soared during the playoffs, it’s clear that the Kansas City Chiefs weren’t the only postseason champions. EDO’s NFL TV Outcomes Report reveals that CPG Health & Beauty brands advertising in the postseason were 25% more likely to drive engagement than the category’s primetime average.
So, which brands connected the most with football fans, and how did they do it? Read ahead to see which health and beauty advertisers performed best.
Brands With Top Engagement Rates Hint at Changing NFL Audience
The range of health and beauty advertisers with the highest 2023-2024 season engagement rates offers a snapshot of current NFL fan demographics. In a season that saw an uptick in interest from women, brands targeting a primarily female audience, such as Chanel and Veozah, landed in the top 10 for ad engagement rankings.
Two of the top three advertisers, however, were brands targeting a mostly male audience. Gillette took home the number one spot — and a 98% higher engagement rate than the average CPG Health & Beauty advertiser during the NFL’s 2023 regular season. Check out the full list below to see which brands made the cut.
- Gillette
- Axe
- Old Spice
- Oral-B
- Colgate
- Veozah
- Invisalign
- Ro
- Nature Made
- Chanel
Smile — It’s Gameday
Oral hygiene and dental products especially captured fans’ interest this past football season. One creative from Oral-B was 17% more effective at boosting engagement than the average CPG Health & Beauty regular season ad.
Colgate offered a prime example of the power of good creative with its “Owning the Spotlight” ad. The endearing ad, depicting a nervous student on picture day who just needs a little encouragement, was 29% more effective at motivating audience engagement than the average category ad aired during the regular season.
Plan Your Winning Strategy with EDO’s NFL TV Outcomes Report
CPG Health & Beauty brands weren’t the only advertisers to enjoy a prolific 2023-2024 NFL season.
EDO, the TV outcomes company, used our first-rate analytics to get the full picture of NFL audience engagement data. Get insight into which categories performed highest, which teams drew the most engaged viewers, and which brands spent their ad dollars wisest. Get ready for next season’s media buying and download EDO’s NFL 2023-2024 Season TV Outcomes Report today.