PREVIEW PAGES – EDO Basketball TV Outcomes Report – 2025-26 Season. Full report available at edo.com\/basketball
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Basketball proves one of the most effective media environments for brands, as EDO highlights cultural relevance, advertiser scale, and measurable outcomes across leagues<\/p>\n
NEW YORK, October 30, 2025–(BUSINESS WIRE<\/a>)–A new report from EDO<\/a> reveals that basketball is among the most effective programming environments for TV advertisers, with $2.3 billion in ad spend and nearly 1,000 brands activating across NBA, WNBA, and NCAA hoops this past year. Viewers have been 9% more likely to engage with TV ads during basketball games than in competitive primetime programming, demonstrating the sport\u2019s power to drive consumer engagement.<\/p>\n The report highlights basketball\u2019s growing importance for marketers. Momentum is building across all leagues as EDO\u2019s data shows standout results across key moments: the 2025 NCAA Men\u2019s Championship Game was 158% more effective than primetime programming, the 2025 NBA Finals delivered a 103% lift, and the 2025 WNBA playoffs drove an 8% gain.<\/p>\n In the report\u2019s introduction, Disney Advertising\u2019s Dana McGraw, SVP of Data & Measurement Science, said the combination of basketball\u2019s cultural relevance and measurable outcomes creates a unique opportunity for advertisers.<\/p>\n “Passion alone isn\u2019t enough,” said McGraw. “Advertisers want proof that these environments work. In collaboration with companies like EDO, we\u2019re able to connect the dots between media exposure and measurable consumer behavior \u2014 showing that when fans are deeply engaged, they\u2019re more likely to take action.”<\/p>\n Basketball\u2019s broad appeal is reflected in the diversity of brands investing in the space. Luxury and lifestyle marketers, such as Ray-Ban, SKIMS, and Oura Ring, joined legacy advertisers like Dr Pepper, Levi\u2019s, and Pizza Hut, all leveraging the game\u2019s cultural reach and engaging audiences.<\/p>\n “Immediate signals of consumer engagement are invaluable for marketers making real-time decisions,” said Laura Grover, SVP, Head of Client Solutions, EDO. “Basketball delivers those signals at scale, giving brands confidence that their investment is translating into meaningful engagement.”<\/p>\n As the NBA tips off in October and NCAA basketball shortly thereafter, advertisers have a clear roadmap for how to capture fan passion and turn it into business performance.<\/p>\n McGraw continued, “Across the sports landscape, basketball stands out for its scale, energy, and cultural connection. Whether it\u2019s 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.”<\/p>\n Read EDO\u2019s full analysis in the 2025 Basketball TV Outcomes Report<\/a> \u2014 marketers can download the full report at EDO.com\/basketball<\/a><\/p>\n About EDO<\/p>\n EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression \u2014 across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results \u2014 with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO\u2019s TV intelligence to know what works.<\/p>\n View source version on businesswire.com: https:\/\/www.businesswire.com\/news\/home\/20251030578838\/en\/<\/a><\/p>\n Contacts<\/p>\n