NFL Streaming Ads Were 66% More Effective Than Linear

Last season, NFL games on streaming platforms didn’t just hold attention — they significantly outperformed linear ads. Streaming-exclusive NFL broadcasts saw a 66% lift in ad effectiveness compared to cable and broadcast, according to EDO. Netflix’s Christmas Day debut set a new benchmark for CTV performance, while Peacock’s exclusive Week 1 Brazil game saw a 116% effectiveness boost over average TV ads. Amazon’s Black Friday stream also outshined the previous effectiveness average for Thanksgiving game ads by 51%. While linear still delivers during peak moments like the Super Bowl, streaming is proving it can drive measurable performance at scale.

Advertisers are starting to recognize the full potential of Connected TV as an ad channel, especially during these tentpole sports moments. Streaming’s edge lies in precision targeting, interactive formats, and audiences increasingly receptive to ad-supported content — advantages linear can’t compete with. And with 45.3% of all ad-supported TV viewing now happening on CTV, sports on streaming isn’t just a trend, it’s a playbook for performance.

Connected TV in the News

Churn Threatens SVOD’s Sports Ad Growth 
EMARKETER
Digital video is becoming a sports destination, and fans are looking to new streaming services to stay caught up as the NFL season approaches.

42% of Streamers Are More Likely To Maintain Bundled Subscriptions
MNTN Research
With subscription fatigue on the rise as budgets tighten, viewers are turning to streaming bundles for better value and variety.

How a For-Profit College Is Using CTV Ads To Win Over New Students
Ad Exchanger
The need for a strong advertising presence during the back-to-school season is one of the main reasons why the American College of Education (ACE) decided to run ads on CTV.