2023-24 NFL TV Transparency Report

The NFL has long been TV’s top program for ad reach, and yet managed to grow ad impressions anyway during the 2023-24 season. As iSpot’s new transparency report reveals, regular season TV ad impressions jumped by more than 15% year-over-year during NFL games.

While part of that comes from Monday Night Football simulcasts across ESPN and ABC, the season’s parity, success of popular franchises – and yes, Taylor Swift – all played a part in making the NFL an even bigger ticket for fans, while affording brands TV’s biggest reach opportunity.

So which advertisers and industries were the most-seen amid all of the excitement this NFL season? Who were the biggest years-over-year movers? And which “new” brands opted to get in the game after sitting out last season? 

Discover all of that and more in our 2023-24 NFL TV Transparency Report in the lead-up to this year’s Big Game.

2023-24 NFL TV ad insights include:

• Chiefs Hit Right Note: Whether due to Swifties or not, Chiefs games were a major ad win this year, with five of the top 10 games by TV ad impressions.
• Winning Drives: Automakers were the most-seen brand industry during NFL games this season, with 10.37% of TV ad impressions.
• Recipe For Success: Chili’s completely sat out on TV in 2022, yet its ad approach sizzled in 2023, as the brand invested heavily in NFL placements.