In EDO’s latest NFL report, with an intro by Disney Advertising, the industry’s most trusted TV outcomes data shows Pharma dominated the league, AI brands made their big play, sponsor measurement at scale, and the average Super Bowl spot delivered 226% more engagement than the primetime benchmark.
NEW YORK CITY (Sept 2, 2026) — EDO, the TV outcomes company, has released its fourth annual NFL TV Outcomes Report at edo.com/nfl-ads, analyzing every national TV ad that aired across the 2025–26 NFL season to reveal what brands, sponsorships, creative plays, and media environments delivered the strongest TV outcomes against category-specific benchmarks.
EDO's new report shows the NFL remains unmatched on TV in driving consumer engagement through measurable actions like branded searches and site visits, the proven predictors of incremental business impact. EDO applies the same measurement standard to every advertiser and every game, giving the industry a consistent, comparable view of performance.
"Today's audiences have more choices than ever, yet premium content continues to command engagement at an unmatched scale. Within that landscape, the NFL remains TV’s most-watched programming event – and continues to prove that the biggest audiences also drive meaningful consumer action long after the final whistle,” said Jim Minnich, SVP, Revenue and Yield Management, Disney Advertising, in his intro letter to the report. "The insights in EDO’s 2026 NFL TV Outcomes Report reinforce what we see across premium television every year: when brands align with the moments audiences value most, it drives stronger engagement and measurable business outcomes."
EDO’s report highlights how brands that align with the NFL's biggest moments drive stronger engagement and measurable business outcomes, with a single NFL ad delivering the impact of roughly 73 primetime broadcast and cable spots. Looking ahead, the report also previews Disney's "Year of the Super Bowl," ahead of the game's return to ABC and ESPN's first-ever Super Bowl production.
Key findings in EDO’s NFL TV Outcomes Report include:
“In a premium TV environment where the competition is as fierce during the ad breaks as it is on the field, the NFL remains the ultimate proving ground for driving results. EDO TV outcomes make the scoreboard clearer than ever — knowing which brands are ahead of the pack and who’s playing catch-up,” said Kevin Krim, president and CEO of EDO. “Outcomes measurement only means something for brands when they are immediate — for every brand, every competitor, every creative — and on the right benchmark. EDO’s TV Outcomes data is the only place in the industry where any advertiser can see how they stack up against the competition. Measuring TV advertising any other way is like calling plays without knowing the score.”
Explore EDO’s full NFL TV outcomes findings — including macro outcomes stats, category breakdowns, celebrity analysis, Super Bowl rankings, and the first-ever NFL sponsorship outcomes analysis — in EDO's 2025–26 NFL TV Outcomes Report at edo.com/nfl-ads.
About EDO
EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.
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