Luxury Automotive brands landed in the end zone for much of the NFL 2023-2024 season, with some of the strongest-performing ads across categories. When we looked at ad engagement for the most recent football season, brands in this category saw engagement rates as exciting as an overtime win at the Big Game.
Data from EDO’s NFL TV Outcomes Report shows that Luxury Auto advertisers saw an overall 65% higher engagement rate than the average primetime equivalent in the same category. And that’s just during the regular NFL season.
Engagement skyrocketed during the playoffs — 195% higher than the primetime category average, to be exact. Keep reading to find out which luxury auto brands were the true NFL season champions.
Porsche, Polestar, and Lincoln Return to Top NFL Engagement Rankings
Investing in NFL placements paid off for Porsche, Polestar, and Lincoln, all of whom earned a spot in the top 10 most engaging Luxury Auto brands of the 2023 season after missing the top 10 last season Big names such as Audi also scored high engagement, with an ad that was 61% more effective at driving engagement than the average luxury auto NFL placement.
The indisputable winner, though, was Lexus. At the number one spot on the list, NFL audiences were 277% more likely to engage with Lexus’s most effective creative than any other luxury auto brand advertising in the regular season. See which other brands scored the most points with NFL audiences below.
- Lexus
- Porsche
- Genesis Motors
- Audi
- Polestar
- Mercedes-Benz
- Defender
- BMW
- Acura
- Lincoln
In Top Performing Ad, Lexus Offers Relief From Travel Woes
Everyone can relate to the exhaustion following a long day of grueling travel. Lexus captured this feeling — and the attention of NFL fans — perfectly in their placement “Battle Out There.” After the 30-second spot was first featured during an October NFL game, the high-ranking ad earned 118 million impressions across seven total NFL airings and was 227% more likely to generate engagement than the category average NFL ad.
Play to Win with EDO’s NFL TV Outcomes Report
Luxury Auto advertisers’ eye-popping engagement rates prove investing in NFL placements is a winning bet — and they’re not the only ones. EDO measured engagement for all NFL 2023-2024 season advertisers. Across categories, audiences are engaged with ads, and luxury auto is no different.
You don’t need to wait for the referee’s signal. Start planning now for next season’s NFL placements. If you want to know how to win over NFL audiences just like these top Luxury Auto advertisers, download EDO’s NFL 2023-2024 Season TV Outcomes Report today.