Each year, the Pro Football Hall of Fame Game kicks off the NFL's preseason in Canton, Ohio, played as part of the induction weekend for the league's newest Hall of Famers.
It's a preseason game, but that hasn't stopped it from becoming a moment for advertisers. Even as a preseason matchup. The average ad at this year's game generated 21x as much impact as the average ad on primetime broadcast and cable.
EDO tracked every ad that aired during the game, measuring the ad-driven actions viewers took afterward — such as searching for a brand or visiting its website. These behaviors are proven and predictive of future sales, capturing the moment an ad successfully moves someone from watching to acting.
So who came out on top? Here's what the data showed.
YouTube TV was the night's biggest winner
YouTube TV's Sunday Ticket campaign, "Who's Coming Over," stars Jason and Kylie Kelce hosting an NFL watch party for friends who root for different teams and track fantasy matchups. Built around an offer of eight payments of $30, the spot generated 658% more impact than the average ad at this year's game — by far the strongest performance of the broadcast.
The ad's second airing also finished among the top performers, generating 248% more impact than average. Across both airings, YouTube TV claimed two of the broadcast's top three spots — a showing no other advertiser came close to matching.
Close behind, EA Sports claimed the No. 2 spot with a Madden NFL ad, generating 448% more impact than the average ad.
Automakers controlled the ground game
Beyond the top two spots, one trend defined the rest of the leaderboard: automakers dominated, with more than one brand placing multiple ads near the top.
Toyota placed two spots in the top five. "2026 C-HR: Good Lunch" generated 246% more impact than average, while "2026 bZ: Daniel the Barista" followed close behind at 118%.
Hyundai went even further, securing four spots in the top 10 across three ads: a Getaway Sales Event camper ad generated 103% more impact, a 0% APR/$0 financing spot added 72%, and a cashier-focused Getaway Sales Event ad aired twice, generating 59% and 56% more impact on its two airings. No single ad carried Hyundai's showing — its value-driven message connected across several executions.
Chevrolet and Ford also showed up on the board. Chevrolet's "Heartbeat" spot, anchored by a 0% interest and deferred-payment offer, generated 11% more impact than average, while Ford's "That Spotlight Finds You" — built around the ad's own "#1 in Vehicle Quality" claim — generated 4% more impact. Between the four brands, automotive advertisers accounted for more of the leaderboard than any other category.
Travel and food brands rounded things out
Trivago's hotel comparison spot, featuring soccer manager Jürgen Klopp, generated 48% more impact than the average ad. Food brands had a standout: Raising Cane's made the board, generating 41% more impact with its own spot.
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