SoFi and AmEx Lead Super Bowl 2024 Ad Stats
Across the 2024 regular season, banking and finance spots were 27% more effective at driving immediate online engagement than their category average on TV, rising to 47% during the playoffs.
SoFi ranked No. 1 in the sector on NFL effectiveness, propelled by its Justin Herbert “Game Changers Challenge” work, which outperformed the category’s NFL average by 179% and beat the overall NFL ad average by 97%. American Express also posted standout returns, with gameday benefit messaging that ran 311% above the category’s NFL average.
The Super Bowl amplified outcomes across the board, with game-day ads averaging 243% higher effectiveness than primetime TV and generating 10.4 billion impressions.
Creatively, finance brands that paired clear benefits with recognizable talent and simple product actions saw the strongest spikes. The data reinforces the NFL’s role as a performance engine in the middle of the funnel, where a single regular-season spot equated to the impact of 23 ads on other TV, and a Super Bowl ad equated to more than a thousand. The results give financial marketers a proven map of who won, why it worked, and when the investment paid off most.
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Banking and finance category effectiveness: +27% in the regular season, +47% in the playoffs
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Category leaders: SoFi No. 1, followed by Intuit TurboTax, PayPal, American Express, and Experian
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High-performing finance creatives: SoFi’s Justin Herbert spot, AmEx’s gameday benefits, PayPal with Will Ferrell, and TurboTax’s “Tax Break Up”
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Super Bowl context: overall ad effectiveness +243% vs. primetime average, 10.4B impressions
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NFL scale multipliers: 1 NFL regular-season spot = 23 ads on other TV; playoffs = 109; Super Bowl = 1,056
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Player and celebrity impact: ads featuring football players were 13% more effective than those without
Full report: EDO