Thanksgiving and football aren’t just tradition—they’re an unmissable moment for brands. In 2023, the NFL set a Thanksgiving Day viewership record for the second year in a row, with an average of 53.9 million fans tuning into the three holiday games.

These peak Thanksgiving Day audiences offer brands a powerful connection point, where game-day excitement meets Black Friday shopping momentum.

Equipped with the following buying habits and preferences of avid NFL viewers—those that watch 18+ hours per season— brands can sharpen their targeting and make the most of ad budgets as the busiest shopping season approaches.

Looking to dive deeper into NFL audience insights? Download the NFL Advanced Audiences Report for key programming overlap, viewer behaviors, and strategic opportunities to make every ad count this season and beyond.

Cars on the Radar

Avid NFL fans aren’t just tuned into the game—they’re actively eyeing their next big purchase. For over 72% of them, that includes a new car, giving automotive brands a prime opportunity to capture attention with year-end offers aimed at this high-intent audience.

This season, automotive brands have driven nearly 8% of household TV ad impressions during live NFL games, with major players like Hyundai, Chevrolet, and Toyota leading the charge. 

SUVs and trucks are stealing the spotlight with all of the top 20 auto ads debuting this NFL season featuring these in-demand models. Among them, GMC’s ‘The Time Has Come,’ showcasing the Hummer, has become the most-seen auto ad during live games.

Acura has also made a powerful impression with its ‘The Energy of Electrification’ ad. Ranking as the No. 2 new auto ad in positive purchase intent at 62% and by impressions during NFL games, the brand’s electrified message is striking a chord with fans considering a move toward eco-friendly options.

Digital Shopping Surge

Almost 75% of avid NFL fans make online purchases, signaling a high likelihood of online shopping activity as they tune into Thanksgiving games. This creates an opportunity for cross-platform video campaigns to engage fans on connected TVs and streaming platforms. Brands can optimize creative by incorporating QR codes or promoting digital-only offers, driving viewers to take action online. 

Using web conversions can further help track online outcomes from NFL ad spend, giving e-commerce brands valuable insights into engagement and purchase behavior across devices.

Brand Loyalty Over Bargains

Despite the Black Friday frenzy for deals, avid NFL fans remain brand-loyal, with nearly 57% sticking to preferred brands, and 79.5% avoiding the bargain-seeking mindset. For brands aiming to make an impression during Thanksgiving games, emphasizing quality, exclusivity, or even early access deals might resonate more effectively than deep discounts.

Sample of shopping behaviors from households that watched 18+ hours of reg. season NFL games from Sept. 7, 2023-Jan. 7, 2024.