Super Bowl LVIII: The NFL’s momentum looks unstoppable

You could argue that the entire Super Bowl is positive press for the National Football League. However, the NFL also ran three national ads during Super Bowl LVIII – “Born to Play,” “Tackle Bullying,” and “Mental Game” (below).

The NFL’s three ad spots emphasize how the professional sports organization is helping kids within the United States and worldwide. This includes equipping kids to better handle bullying and mental health concerns.

According to data from QuestBrand by The Harris Poll, the NFL brand saw significant positive gains after their marketing efforts in Super Bowl LVIII.

Every year after the Super Bowl, The Harris Poll releases Brand Bowl, an annual report that measures the impact of national Super Bowl ads on advertisers’ brand health.

In this year’s report, the NFL was one of the top growth brands in terms of perceived brand quality (+11.0), purchase consideration (+7.2), brand familiarity (+7.0), perceived brand momentum (+6.5), and in the percentage of US adults who describe the brand as “stylish” (+5%).

NFL Positive Momentum – US Adults – 12 Week Moving Average

QuestBrand. Base: General population of US adults, n=25,867. 6/1/21-2/21/24.

Even beyond the Super Bowl’s impact, the NFL has steadily been enjoying positive momentum growth over the past few years. The chart above tracks the NFL’s positive momentum among US adults from June 2021 – mid-February 2024.

Consumers’ growing positive outlook towards the NFL cannot be attributed to a single cause. While the NFL has successfully avoided significant controversy, they have simultaneously benefited from growing international interest and the expanded legalization of sports betting. Even more recently, we’ve seen a spike in female interest in the NFL as singer-songwriter Taylor Swift has made multiple appearances at games.

The NFL has also taken a smart approach to their national advertising campaigns. Last year, the NFL’s Super Bowl LVII national ads championed women’s flag football. This year, they focused on the work they do to help children. The NFL has repeatedly used the national stage to further good causes and positive change, rather than to solely self-promote. 

Altogether, the NFL brand is surging in the right direction. We can’t wait to see what they will bring to Super Bowl 2025. 

WANT MORE INSIGHTS FROM THE BIG GAME? DOWNLOAD OUR BRAND BOWL 2024 REPORT to see the impact that super bowl LVIII’s commercials had on advertisers’ brand health.