Retail advertisers took advantage of NFL advertising throughout the 2023-24 season, delivering highly engaging ads that moved viewers to take actions like brand searches and website visits that are highly predictive of future sales.
Retail ads during telecasts of 2023 NFL regular-season games were 12% more effective than the category’s average primetime ad, and this effectiveness leaped to 22% above the benchmark during the playoffs.
Eyewear brand Ray-Ban was the most engaging Retail advertiser during 2023 NFL season, taking the top spot after not making our top 10 last season.
Here’s the complete top 10:
The top 10 brands covered a wide array of products and spent a total of $22 million for 36 airings during last year’s playoffs, generating roughly 1 billion impressions, up 38% from 2022.
Those same brands shelled out $271 million for 782 spots during the 2023 NFL regular season, resulting in some 14 billion impressions, up 10% year-over-year.
EDO also found that Ray-Ban was behind the most effective creative in the retail category during the 2023 NFL season, as its spot backing its Ray-Ban Meta smart glasses accounted for 364% more engagement than the category average for the season.
Ray-Ban's spot aired seven times, and it was followed by:
Retail represents just one of several categories analyzed by EDO in The EDO NFL TV Outcomes Report: 2023-24 Season, available for download here.
The report breaks out eight other categories, as well as diving deeper into Thursday Night Football on Prime Video, holiday games, Super Bowl ads and, more.