The news: NFL ads are more effective than anything on linear—but ads during streaming-exclusive games outperformed in the 2024-25 season. Streaming ads were 66% more effective than the cable and broadcast average during the most recent NFL season, per data from EDO.

Other key findings:

• Linear still proved highly effective: Ads during the regular season were 19% more effective than the TV average; 63% more effective during the playoffs; and 243% more effective on Super Bowl Sunday.
• But streaming took the win: On Netflix, for instance, the first NFL Christmas Day games proved 84% more effective than the average NFL broadcast for entertainment brands and 70% more effective for pharmaceuticals.
• Meanwhile, Peacock’s exclusive week 1 Brazil game broadcast was 116% more effective for companies than average TV ads, while Amazon Prime Video’s Black Friday matchup stream was 51% more effective than the average Thanksgiving NFL game ad.

Streaming’s potential: With major NFL events attracting audiences of millions and the growing preference for digital sports viewership, sports streaming events hold massive potential for advertisers. And there are plenty of reasons for advertisers to shift budgets to streaming: