Key Insights

1. Throughout the first seven weeks of the regular season, COVID-19 has been a hot topic of conversation for the NFL. While four brands (Verizon, GEICO, Progressive, and State Farm) have each surpassed over 1 billion impressions, we still see that the NFL as a whole is down over 10% in terms of TV ad impressions.

2. Although impressions during NFL games are down quite a bit, it doesn’t mean audiences are tuning out. In the first seven weeks of the 2019 season, we saw an average Attention Index across all brands of 98, whereas the first seven weeks of 2020 season has posted an average of 117.

3. The top ten brands (by total TV impressions) were represented by five specific categories. The QSR and Insurance categories contributed to six of the top ten brands (three each), followed by the Wireless category (with two brands), and the Automotive and Online Retail industries represented with one brand each.

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Sep 10-14, 2020
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NFL Viewership Trends