As we approach the Super Bowl, the crown jewel of “the pinnacle of the mountain of ad value” that is the NFL, we can look back at another strong playoff season for ad performance.
Across the three rounds of the 2024-25 NFL playoffs, the average ad was 52% more effective at driving consumer engagement than the average primetime ad on broadcast or cable in 2024 — and brands would need to buy 93 ads during the average primetime program to generate the same amount of total engagement as a single ad during the playoffs.
We base an ad’s effectiveness on the online consumer engagement it generates in the minutes following air time, as actions like brand searches and website visits are proven predictors of future sales.
Playoffs season was dominated by fast food and restaurant ads.
Buffalo Wild Wings came out on top, with an average ad that was 504% more effective than the typical primetime ad on broadcast or cable.
Other restaurant and quick-service brands that ranked among the 10 most effective playoff advertisers include Taco Bell, McDonald’s, Pizza Hut, Papa Johns, and Applebee’s.
Other top performers include USAA — with a contextually relevant lineup of Rob Gronkowski-led commercials — Toyota, and Verizon.
NFL playoff viewers were highly engaged with ads offering a great deal.
Brands like Burger King and McDonald’s reintroduced their value menus, and competitors in fast food and fast casual alike responded in kind.
In fact, the most effective ad this past NFL playoff season was Burger King’s “Hunger Calls... Answer It!” spot, touting its $5 Duo bargain. It was an impressive 552% more effective than the average ad during this year’s playoffs.
It’s proof that the commercials built around the infectiously catchy “Have It Your Way” song, sung by Crown and the M.O.B.’s Will Crown, have remained strong since being introduced in 2022.
The top 10 also featured Buffalo Wild Wings advertising a BOGO deal (+504% more effective than the average NFL ad), Pizza Hut touting its classic wings and pizza combo for just under 20 bucks (+319%), and Papa Johns offering a $9.99 special (+295%), among other successful restaurant and fast-food bargains.
T-Mobile also played up deals for consumers with a 15-second spot starring Snoop Dogg and Kai Cenat (+74%).
The other two to crack the top 10 relied on a good old-fashioned cool factor. Jeep’s sleek “Beautiful Things Can Still Get Dirty” (+291%) for the all-electric Grand Wagoneer S was a hit, and the recently refreshed New Balance brand made an appearance with another Shohei Ohtani-led ad, “24 Brand Anthem” (+136%).
Advertisers are continuing the trend of breaking spending records for Super Bowl commercials, and we’ll soon see which come out on top after a playoff season dominated by food and value.
We’ll be sharing analysis of those ads, and we’ve got you covered if you’re looking to maximize the performance of your own TV ad budget. Take a look at our recent reports to learn about other opportunities, or schedule a meeting with us today.