The NFL 2023 season witnessed a remarkable surge in viewership, with the regular season games averaging 17.9 million viewers across ESPN, NBC, Peacock, Amazon Prime Video, CBS and FOX, a notable increase from previous years. This upward trend in viewership was not just confined to the regular season but also extended to the playoffs, setting new all-time records. The playoffs alone drew an average of 38.5 million viewers across the Wild Card, Divisional, and Conference Championship rounds, making it the most-watched NFL playoffs ever recorded​​. With this increase, over 670 unique brands have capitalized on the viewership and purchased 1 or more advertisements on NFL broadcasts this year.

Top Advertising Categories Making an Impact:

Betting & Daily Fantasy: The synergy between the excitement of NFL games and the thrill of betting has made this category a frontrunner in the advertising space with 19 unique brands securing media placement across NFL broadcasts. DraftKings, FanDuel and newly created ESPN BET lead in terms of number of assets.

Pharma & Over the Counter: Pharmaceutical brands went toe-to-toe competing for airtime this season. In this hyper-competitive category, 48 unique brands secured media placement and competed for viewership SOV ranking this category #1 in terms of the number of brands with an advertisement. Since 2021, 27% more brands within this category have begun to advertise on NFL broadcasts.

Property & Casualty Insurance: Emphasizing protection and peace of mind, insurance advertisements have resonated deeply with fans, highlighting the brands' commitment to safeguarding what fans treasure most. Making a huge impact in terms of the number of assets, only 8 brands dominated this sub-category during broadcasts.

The evolution of NFL advertising in 2023 goes beyond traditional commercials, with brands creatively engaging viewers through:

Logo/Ad Pop-ups: These brief yet impactful media assets have seamlessly integrated into live action, ensuring brand awareness among viewers. 

In-Game Live Reads: Offering a personalized touch, these shout-outs have created a unique connection between the brand, the viewers, and the announcers.

In-Game Featured Segments: Exclusive content segments have provided brands with an opportunity to weave their narratives into the fabric of the NFL, keeping fans engaged and entertained.

The NFL's record-breaking viewership in 2023 underscores the league's unmatched appeal as a marketing platform, offering brands a golden opportunity to reach out to a broad and engaged audience. With the integration of innovative advertising strategies beyond traditional commercials, brands have successfully captured the attention of viewers, making an indelible mark on the NFL's thrilling season.

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