The 2023-2024 NFL season proved to be a successful investment for Banking & Finance brands, as they scored impressive year-over-year TV ad engagement gains of 30% during the regular season and 2% in the playoffs.
According to EDO's NFL TV Outcomes Report, these money-minded advertisers are matching dollars with higher TV performance, increasing their NFL ad budgets by 8% in the regular season and 6% in the postseason, totaling an estimated $302 million.
With significant investments in TV, it's clear these brands are banking on the power of NFL advertising to reach and engage their target audiences. So, which brands hit the jackpot with their TV creatives? Let’s dive into the data to find out.
Finance giants and digital upstarts compete for fans’ attention
The 2023-24 NFL ad leaderboard showcased a diverse portfolio of established financial brands and next-gen digital banking platforms. While many of the top 10 brands remained consistent from the previous year, the very top spots were claimed by newcomers.
Fisher Investments and Discover, both absent from the previous year's top 10, made a strong entrance, capturing the second and third spots, respectively. E-Trade leapfrogged competitors, rising 11 spots to secure the fourth highest ranking in ad engagement for the season.
However, the real winner was personal finance site NerdWallet, which took the top spot for category ad performance, while also delivering the second most effective TV ad creative of the season.
Check out the full list of Banking & Finance brands that scored big with NFL fans:
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For NFL games, winning TV ads bank on laughter and memories
Of the top 10 performing brands in 2023, Capital One just missed the cut. But the banking and credit-card leader did snag the top spot in another key area: best-performing creative in NFL programming.
"Holiday Night Fever," which debuted in NFL programming just before Halloween, features John Travolta dressed up as a dancing Santa Claus and jolly man-about-town. This 70s-inspired throwback ad was a staggering 598% more effective than the category NFL average, proving that a little nostalgia goes a long way in driving consumer engagement
Other top-performing ads relied on offbeat humor to liven up the matters of personal finance. E-Trade's "Baby Wedding" ad was 110% more engaging than the average Banking & Finance ad during NFL programming, while NerdWallet's "Woodwork" spot outperformed the category NFL average by 200%.
Invest in your NFL advertising strategy with TV outcomes data
With the right balance of creativity and wit, Banking & Finance advertisers can entertain viewers and inspire consumers to action. But first, media buyers need the right data to ensure that advertising dollars are working as hard as possible to engage your target audience.
EDO's TV outcomes data provides a detailed analysis of how different advertiser categories performed throughout the NFL season, revealing which brands and ad spots made the most of their TV investments. By cashing in on these valuable insights, you can optimize your NFL ad spend and dominate the 2024-25 season.
Don’t let your competitors leave you in the red. Download EDO’s 2023-24 NFL TV Outcomes Report and start planning your winning advertising game plan.