All the NFL Streaming TV and CTV Advertising Numbers You Need To Know

We know the struggle — searching high and low for those elusive NFL stats you need to drive your point home can feel like a never-ending game of hide-and-seek. But making things like this easier for you is what we do.

We’ve scoured the internet to bring you all the best stats tailored to this NFL season.

All we humbly ask is that when you’re crushing that article, presentation, or whatever else you plan to use it for, just remember who hooked you up: your friends at MNTN Research. 

Tip: use your friend CTRL+F (or CMD+F for all those Mac folks out there) to find the key term you’re after. Some searches we recommend:

• U.S. consumers
• Popularity 
• Ratings
• Hours
• Age(s)
• Ad Spend
• Content

Consumer Trends

Amazon Prime Video viewership in September saw a 12% bump — largely thanks to the start of Thursday Night Football. This ultimately led Prime to match its platform-best share of TV (set in September 2023 and tied in October 2023) at 3.6%. 
Source: Nielsen, 2024

The fragmented sports streaming ecosystem is expected to cost completist football fans. Consumers may have to spend more than $1,000 to watch the entire NFL season across seven (!) different services.
Source: EMARKETER, 2024

Peacock benefited from NFL-driven audiences with its exclusive coverage of Green Bay vs. Philadelphia on September 6th, which garnered 2.6 billion viewing minutes.
Source: Nielsen, 2024

American football fans tend to skew older — 15% are Baby Boomers. They also are more likely to be male, have a college degree and high annual income, and be part of a nuclear family. 
Source: Statista, 2024

67% of American football fans say they are interested in movies, TV shows and music.
Source: Statista, 2024

American football has crossover in interest with other sports — 63% of football fans also follow basketball.
Source: Statista, 2024

American football fans are 15% more likely than the average consumer to have watched TV in the last month, and are more likely to remember seeing the ads they see on TV.
Source: Statista, 2024

Disney’s viewing share increased by 17% in September, largely due to NFL and NCAA football. ESPN, in particular, saw a massive 101% growth compared to the previous month.
Source: Nielsen, 2024

Fox Corp. saw an 18% increase in football-related viewership in September, largely driven by the NFL.
Source: Nielsen, 2024

Amazon Prime Video’s NFL content led to a 13% rise in its football viewership.
Source: Nielsen, 2024

In 2024, global Super Bowl viewership rose 10% year-over-year to 62.5 million, with Mexico (24.1 million) and Canada (18.8 million) leading international viewership.
Source: EMARKETER

Last year’s Black Friday game drew nearly 10 million viewers. 
Source: Adweek

Thursday Night Football’s viewership on Amazon skews younger and more affluent, with the average viewer nearly seven years younger than traditional TV viewers. It also attracts high engagement, with viewers watching around 82 minutes per game.
Source: Adweek

Amazon’s Black Friday game brings in fresh viewers: 24% of last year’s viewers hadn’t watched Amazon’s Thursday Night Football, and nearly a third hadn’t tuned into any Thanksgiving NFL games.
Source: Adweek

Around 60% of NFL fans aren’t thrilled about watching Christmas Day NFL games on Netflix, and 76.5% say they wouldn’t buy a Netflix subscription just for the games.
Source: MediaPost

105.3 million Americans will watch live sports digitally in 2024 — up from 95.5 million in 2023.
Source: EMARKETER

The Super Bowl is the most-watched U.S. broadcast, with an average viewership of 123.4 million. 
Source: EMARKETER

For the first time, the Super Bowl will air on both Telemundo and Fox Deportes — potentially expanding its reach among Spanish-speaking viewers.
Source: EMARKETER

NFL programming helped Paramount+ add 3.5 million subscribers in Q3 of 2024.
Source: Ad Age

While streaming maintained top viewership share at 40.5% in October 2024, NFL games boosted broadcast’s share to its best share of viewing since January 2024, at 24%.
Source: Nielsen

At the start of the 2024 NFL season, NFL+ saw a 20.4% increase in viewership over 2023, bringing its subscriber count up to 2.7 million.
Source: Antenna

Advertiser Trends

Netflix secured 150% more in upfront ad sales in Q3 of 2024 than in 2023, thanks to major commitments tied to key live events like Christmas Day NFL games.
Source: EMARKETER, 2024

The start of the NFL season and the Summer Olympics helped lift automaker TV ad spending by 18.3% YoY in Q3 of 2024. 
Source: iSpot, 2024

NFL+ was the second-largest TV advertiser in September 2024, with a spend of $19.8 million, 2,050 airings, and 1.2 billion impressions.
Source: EDO Ad EnGage

Constellation will execute a portfolio-wide football campaign for brands like Corona Extra, Modelo Especial, Modelo Chelada, and Pacifico for the 2024-25 NFL season — increasing its football media spend by 22%.
Source: Ad Age, 2024

Amazon Prime Video’s ad slots for the Black Friday NFL game between the Chiefs and Raiders are now sold out, thanks to demand starting as early as February.
Souce: Adweek

This year, 40% of advertisers are new to Amazon Prime Video, and span CPG, grocery, and niche retail sectors.
Source: Adweek

Amazon says that their Black Friday broadcast will feature twice as many interactive ads as regular Thursday Night Football games. 
Source: Adweek

Last year’s shoppable ads during NFL games saw 10x more engagement than regular ads.
Source: Adweek

Election-related ad spending drove primetime sports ad demand on linear TV this year, but its decline could shift ad dollars even more toward Connected TV. 
Source: eMarketer

Fox has sold out ad slots for the 2025 Super Bowl at 30-second spots priced at $7 million each — up from $6.5 million on CBS last year.
Source: EMARKETER

The Super Bowl is huge for brand visibility: one analysis estimates that Super Bowl ads generate $5.20 for every dollar spent.
Source: EMARKETER

Netflix’s two Christmas Day NFL games have officially sold out their ad inventory, with Verizon and FanDuel leading as sponsors. A major draw for advertisers? Beyoncé is set to headline the halftime show for one of the games — adding even more star power to the event.
Source: Ad Age

Creative

The NFL tapped into their growing Latino football audience during Hispanic Heritage Month with a “Por La Cultura” initiative, which showcases Latino players, coaches and staff, while “celebrating Latino excellence and sharing authentic stories of the community.”
Source: NFL

The NFL’s AI Innovation Hub seeks to use AI to replicate and scale content for audiences across the globe by tailoring messaging to their individual preferences.
Source: Ad Age

PepsiCo has plans to host “big brand events” for Doritos and Tostitos tied to the NFL, and will revive the popular “Doritos Crash the Superbowl” program as part of its NFL-related promotions.
Source: MediaPost

Pepsi will be bringing back its iconic “We Will Rock You” ad — this time featuring Megan Thee Stallion in a modern twist — as part of a crossover campaign to promote “Gladiator II” and the NFL season.
Source: Ad Age

Matthew McConaughey will star in Uber Eats’ NFL season campaign, “Football Is For Food,” which is planned to roll out in a number of humorous ads connecting football and food throughout the season.
Source: MediaPost

After a successful 2024 Super Bowl ad, Dove will be back for the second consecutive year in 2025’s game, and continuing its focus on empowering girls in sports.
Source: Ad Age

Coors Light turned a viral NFL moment into a quick-response campaign after Pittsburgh Steelers QB Russell Wilson audibly called “Coors Light, Coors Light” on the field on Oct. 20.
Source: Ad Age

The Tampa Bay Buccaneers have shifted from game-focused marketing to creating a community experience that celebrates fans as an essential part of the brand, regardless of on-field performance.
Source: Ad Age

By incorporating “deep cuts” into their ads (e.g., local references to things like roosters, which symbolize Tampa’s Ybor City), the Buccaneers have fostered a sense of belonging and community among fans, increasing perceptions of the team as “cool” (+27%) and “for people like me” (+14%).
Source: Ad Age

Green Bay Packers quarterback Jordan Love stars in American Family Insurance’s latest campaign, making his debut as the brand’s newest ambassador.
Source: MediaPost

Peloton’s latest campaign — “Find Your Push. Find Your Power.” — features NFL brothers T.J. and J.J. Watt in a funny, competitive sibling rivalry that highlights that motivation is different for everyone.
Source: MediaPost

Pop-Tarts will feature three edible mascots at the 2024 Pop-Tarts Bowl on Dec. 28, building on last season’s viral edible mascot stunt that generated significant attention and engagement for the brand.
Source: Ad Age

Coca-Cola’s new holiday ad “Holiday Road” — which depicts the challenging journey people take to reunite with loved ones during the holiday season — will air during the Fox NFL Thanksgiving Day games.
Source: Ad Age

In partnership with NBCUniversal, Walmart will roll out new shoppable ad formats during the Thanksgiving NFL game on NBC and Peacock.
Source: Ad Age

Miller Lite will bring back its 2018 “Bottles of Holly” commercial to run during NFL games through the end of 2024.
Source: Ad Age

NerdWallet will debut its first-ever Super Bowl commercial this year, with an ad that aims to address misconceptions about financial advice being time-intensive and complex.
Source: Ad Age

Following the success of last year’s ad Big Game featuring Aubrey Plaza, Mountain Dew has announced that it will return with a new ad during the 2025 Super Bowl.
Source: Adweek