The findings: Banks’ NFL ads did better than other ads on all TV platforms, according to EDO’s NFL TV Outcomes Report.

By the numbers: Bank ads that aired during the NFL’s 2024–2025 season programming were 27% more effective than the category average across all broadcast and cable TV platforms, increasing to 47% during the postseason, according to this study. This effectiveness is measured by the ads' ability to drive brand searches and website visits. Here’s how various individual ads performed:

• SoFi was the most effective banking and finance advertiser, moving up six spots from EDO’s previous season’s ranking. Its campaign featured quarterback Justin Herbert and a focus on financial security.
• American Express jumped to No. 4 with a campaign promoting NFL gameday benefits for Platinum cardholders.
• Capital One's "Holiday Night Fever," starring John Travolta as Santa, was the most effective creative for the second consecutive year.
• Other successful ads included PayPal's "Pay Everywhere" with Will Ferrell, Chime's "Any Day Can Be Payday," and TurboTax's "Tax Break Up" featuring Adam DeVine.

Key takeaways: The most successful ads followed two main approaches:

• Financial empowerment: Ads encouraged viewers to take control of their financial lives, such as SoFi's campaign.
• Celebrity endorsements: Ads featuring famous actors or NFL players were highly effective.

The combination of these strategies is why SoFi’s ad performed so well against comparable campaigns.

Our take: Running an ad during an NFL game and featuring a well-known actor or athlete doesn’t come cheap. But if done correctly—leveraging the football platform to tell a compelling, human story—the ROI can make it worthwhile.

Financial institutions that haven’t used celebrities or NFL players in their campaigns should consider engaging a third-party agency to make the most of a potential campaign.