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.
Ray-Ban leads list of top NFL Retail advertisers
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:
- Ray-Ban
- New Balance
- GoodRx
- Dick’s Sporting Goods
- Sleep Number
- Oofos
- Under Armour
- JCPenney
- Old Navy
- Kay Jewelers
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.
Smart glasses drive engagement for Ray-Ban
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:
- A Black Friday spot from Best Buy, which ran seven times and delivered 310% more engagement than the category average.
- Speaking of Black Friday, this spot from Dick’s Sporting Goods tallied 297% more engagement than the category average, airing six times.
- New Balance and tennis superstar Coco Gauff got now, with a spot that ran 23 times and drove 209% more engagement than the average retail ad last season.
- Old Navy said “wow” quite a few times about the 114% higher than average engagement it saw from its spot’s eight airings.
Get more intel from EDO’s NFL TV Outcomes Report
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.