Fall 2025 Playbook: How NFL and College Football Will Shape Ad Spend
This fall, the fight for brand attention will once again be fought on the gridiron—and advertisers are suiting up. The NFL remains the undisputed heavyweight of live television, delivering unmatched reach and cultural relevance. From September through the Super Bowl, the league is the single most valuable property for TV networks, streaming platforms, and sponsors alike. Even with rising ad prices, brands see it as the rare opportunity where millions are locked in, watching in real time. NFL games have become a commodity that all streaming services are pushing for more of, leading to a fractured broadcast schedule that spans across a half-dozen streaming platforms.
College football is stepping into an even bigger spotlight this season. The expanded 12-team College Football Playoff enters its second year, keeping fans engaged well past Thanksgiving, stretching the high-impact advertising window deeper into January. For marketers, that means more premium moments to align with—and more opportunities to tap into the emotional pull of team loyalties and underdog stories.
As more fans tune in via connected TVs and mobile devices, brands are leaning into precision targeting, real-time performance tracking, and interactive ad formats that weren't possible on linear TV. Live sports streaming has increased every year for the last decade, and another large boost is expected this fall. While overall national advertising spend in 2025 is on track to be lower than last year, CTV advertising is on pace to finish 30% up year-over-year, and the big ticket item of football season is only just beginning.
This fall's playbook is clear: the brands that win will be those that treat football not just as a media buy, but as a season-long cultural moment that allows for precision targeting and personalized messaging. By blending the reach of the NFL, the momentum of college playoffs, and the targeting of streaming, advertisers can capture fans' attention from the first kickoff to the championship trophy lift. Talk to the experts at SilverBack Advertising today to learn how your brand could benefit from buying in on streaming football games.