New research released by EDO, the TV outcomes company, finds that ads airing during basketball programming generated 4.1x as much impact as the average ad on broadcast and cable primetime during the 2025-26 season, up 13% from the prior year, drawing on more than 105,000 ad airings and 132 billion impressions across 1,013 brands.

EDO’s annual 2026 Basketball TV Outcomes Report finds that no property in Convergent TV is growing its value to advertisers across more dimensions than basketball. The NBA Finals headlined the year: a Knicks-Spurs rematch 27 years in the making drew passionate fans on both sides, and the average Finals ad generated 132x as much impact as the primetime broadcast and cable average, nearly double last year’s figure. Across the board, the women’s game kept raising the stakes, with WNBA ad impact up 5% year over year and the NCAA women’s title game driving 77% greater impact than the 2025 championship.

“Basketball audiences act,” said Laura Grover, SVP, Head of Client Solutions at EDO. “Whether it’s a regular-season Wednesday night game streaming on Prime Video or a Final Four Saturday on broadcast, the data consistently shows that on TV, basketball drives the kind of ad-driven engagement that predicts future sales. Women’s basketball made that case especially clear this year: the tournament finals and the WNBA didn’t just hold their ground, they grew.”

EDO ties each ad airing directly to the consumer behaviors most predictive of future sales by measuring the incremental spike in online engagement within minutes of an ad running, applying the same investment-grade standard across every network, every platform, and every game on the calendar.

Key findings in EDO’s 2026 Basketball TV Outcomes Report include:

  • Must-See NBA Final Drives Massive Ad Engagement

    • The 2025-26 season was a banner year for NBA advertising, with average ad impact up 23% year-over-year. The NBA Finals were particularly engaging. Ads during the New York Knicks’ first title run in a half century generated 132x as much impact as the average ad on primetime broadcast and cable.

  • WNBA Continues to Grow in Popularity and Ad Impact

    • With each passing year, the WNBA becomes a bigger part of mainstream sports culture. During the 2025 season, ads were 80% more impactful than the primetime broadcast and cable average, up 5% from 2024. Ads featuring the league’s stars drove results, both inside WNBA programming and across TV.

  • NCAA Women’s Tourney is Nothing But Net for Brands

    • The 2026 NCAA women’s basketball tournament was a massive success for advertisers. Ads generated 3x as much impact as the primetime broadcast and cable average, a number that grew to 28x for the title game. Ads during UCLA’s triumph over South Carolina were 77% more impactful than the prior year’s final.

  • NCAA Men’s Title Game Ads Were a Slam Dunk in 2026

    • Ads during this year’s NCAA men’s basketball championship game drove a huge consumer response, generating 104x as much impact as the average ad on primetime broadcast and cable. Across the entire season, ad impact for NCAA men’s hoops was up 9% from 2024-25.

“Basketball is driving ad engagement across the board, but the brands winning biggest are those who know and optimize the media, category, and creative context of their TV investments,” said Kevin Krim, President & CEO, EDO. “Whether you’re a predictions market or sports-betting brand choosing when to air your latest spot, or you’re a CPG brand measuring your Christmas Day creative against your competition, our latest TV outcomes report demonstrates why ad performance simply can’t be measured in a vacuum. Marketers need the full scope of TV ad outcomes to drive results — on the court and across linear and streaming.”

Explore EDO’s full findings — including brand and creative rankings across the NBA, WNBA, and NCAA in EDO’s 2026 Basketball TV Outcomes Report — available now at edo.com/basketball.

ABOUT EDO

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, measure creative performance, and know the fair value of every impression — 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 — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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