A new report from EDO reveals that basketball is becoming one of the most valuable programming environments for TV advertisers. With $2.3 billion in ad spend and nearly 1,000 brands investing across the NBA, WNBA, and NCAA, the sport continues to prove its ability to deliver both scale and consumer engagement.
Viewers are 9% more likely to engage with TV ads during basketball games than in competitive primetime programming—signaling that advertisers tapping into the passion and pace of basketball are seeing measurable returns.
Basketball’s Ad Power: Engagement Beyond the Court
EDO’s data underscores basketball’s rising dominance across major events:
- 2025 NCAA Men’s Championship Game: 158% more effective than primetime programming.
- 2025 NBA Finals: 103% lift in ad engagement.
- 2025 WNBA Playoffs: 8% gain over competitive broadcasts.
This cross-league momentum signals basketball’s growing influence as a high-performing environment for advertisers.
Proving the Power of Passion with Data
Dana McGraw, SVP of Data & Measurement Science at Disney Advertising, emphasized that emotional connection alone isn’t enough—data must validate outcomes.
“Advertisers want proof that these environments work. In collaboration with companies like EDO, we’re able to connect the dots between media exposure and measurable consumer behavior.”
By quantifying fan engagement, EDO’s analytics demonstrate how basketball converts viewer enthusiasm into tangible business results.
Diverse Brands, Unified Results
EDO’s report highlights how basketball attracts a wide mix of advertisers—from luxury and lifestyle brands like Ray-Ban, SKIMS, and Oura Ring to iconic consumer names including Dr Pepper, Levi’s, and Pizza Hut.
“Immediate signals of consumer engagement are invaluable for marketers making real-time decisions,” said Laura Grover, SVP, Head of Client Solutions at EDO. “Basketball delivers those signals at scale, giving brands confidence that their investment is translating into meaningful engagement.”
The Roadmap for Future Campaigns
As the NBA season tips off and NCAA basketball follows, advertisers have a clear playbook for harnessing basketball’s reach and cultural pull. The combination of passionate fan bases, live event energy, and measurable engagement creates an ecosystem where brand storytelling thrives.
McGraw summarized it best:
“Across the sports landscape, basketball stands out for its scale, energy, and cultural connection. Whether it’s the star power of the NBA, the growing influence of the WNBA, or the fan-fueled drama of college hoops, basketball delivers high-impact moments that drive real business outcomes.”
With data-driven validation from EDO and measurable results across leagues, basketball is proving itself as a top-tier channel for advertisers seeking both reach and resonance. For brands focused on engagement, the next winning shot might just be during tip-off.
