Despite increasing fragmentation, the NFL remains the top linear program for both advertisers and audiences. Through the first eight weeks of the 2023-24 season, NFL games accounted for nearly 7% of all national linear household TV ad impressions, making it the No. 1 program by a significant margin. The NFL even managed to grow its TV ad impressions for live national linear games by 12% year-over-year.
Part of the draw this season? Kansas City Chiefs tight end Travis Kelce. His celebrity status skyrocketed when he started seeing popstar Taylor Swift early on in the season. For both Pfizer and Experian, this serendipitously coincided with new TV ad campaigns featuring the Chiefs standout.
But those weren’t the only brands to capitalize on the pop culture moment. Kelce has also appeared in TV ads alongside Campbell’s, DirecTV, Lowe’s and State Farm. Kelce was featured in at least 30 NFL ad airings every week since the season kicked off; with a high of 52 airings on Oct. 1-2. The sustained frequency helped place Kelce on top of the most-seen spokesperson ranking, appearing in 3% of all household TV ad impressions delivered during NFL games through the season’s first eight weeks.
Kelce’s team is also benefiting from the Taylor Swift effect. The Kansas City Chiefs appeared in two of the top three NFL games this season by TV ad impressions.
Top 2023-24 NFL Games by Household TV Ad Impressions
September 7 – October 30; Live National Linear Games Only
Dive into the iSpot Midseason NFL TV Transparency Report to uncover the game-changing creative and media strategies unfolding so far this season.