News Summary:
EDO’s 2026 Women’s Sports TV Outcomes Report, released on March 12, 2026, found that ads aired during the 2025 WNBA season, which ran from May to October, generated 1.2 times the impact of average spots on primetime cable and broadcast during the same period, even with superstar point guard Caitlin Clark sidelined for most of the season. Previously, on February 24, EDO data showed that ads running during the 2025-26 NBA regular season, prior to the All-Star break, drove 3.5 times the impact of average primetime broadcast and cable ads, with regular-season ad performance up 62% year-over-year. Earlier in February, on the 10th, EDO issued its Super Bowl LX Celebrity Engagement Ranker for 2026, which named MrBeast, Brad Pitt, and Bad Bunny as top performers for driving consumer engagement, highlighting the impact of singers, non-traditional ads, and brand-celebrity fit. This followed EDO President and CEO Kevin Krim's appearance on CNBC’s Squawk Box on February 9, where he discussed the most engaging Super Bowl LX advertisements, identifying ai.com, Lay’s potato chips, and Universal Pictures (for its upcoming Minions film) as the biggest winners for viewer engagement. That same day, EDO released its annual ranking of national Super Bowl LX ads, also naming Ai.com, Universal Pictures, and Lay’s as having the most engaging spots and noting strong results for AI, millennial nostalgia, pharma visibility, and snacks.
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