Key Insights

1. Throughout the first four weeks of the regular season, COVID-19 has been a hot topic of conversation for the NFL. While brands like GEICO, Verizon, Progressive, and State Farm have each surpassed over 500 million impressions, we still see that the NFL as a whole is down over 11% in TV ad impressions.

2. Although impressions are down a substantial amount, it doesn’t mean audiences are tuning out. In the first four weeks of the 2019 season, we saw an average Attention Index across all brands of 99, whereas the first four weeks of 2020 has posted an average of 111.

3. The top ten brands (by total TV impressions) were dominated by four specific categories. QSR and Insurance categories alone contributed to six of the top ten brands, with three brands each, followed by the Wireless and Automotive industries that included two brands each.

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NFL Viewership Trends