In Tom Brady’s 22-year career, the NFL’s most successful quarterback has solidified the reputation of lesser-known players and coaches, its own brand TB12, and most recently the Tampa Bay Buccaneers after winning a Super Bowl championship in his first season with the franchise.

But companies don’t have to be directly on Brady’s team to qualify for the future Hall of Famer. New data from EDO, which measures consumer engagement with ads, shows that brands that advertise during Brady’s games are also reaping the benefits of his star power.

“The Tom Brady effect is very real,” Kevin Krim, CEO and President of EDO, told Yahoo Finance Live (video above). “What we’ve seen over the past six and a half years is that Tom Brady has a huge impact when he’s in a game, and the effect on advertising in those games is high.”

Tampa Bay Buccaneers quarterback Tom Brady (12) points to the sidelines before an NFL football game between the New England Patriots and the Tampa Bay Buccaneers, Sunday, Oct. 3, 2021, in Foxborough, Mass. (AP Photo / Steven Seine)

Tom Brady draws viewers – and advertisers

The benefits of advertising during a Brady game start with audience size.

Nationally televised games such as the Buccaneers’ upcoming Thursday night football game with the Philadelphia Eagles draw a substantial number of viewers. Less than two weeks ago, Brady’s Sunday night football game against the New England Patriots was NBC’s second most-watched Sunday night football game. The game has reached 28.5 million viewers with more than a third of active TVs nationwide tuning in to the game, by NBC Sports Group.

It wasn’t just because the game was billed as a homecoming for Brady, who played his first 20 NFL seasons in New England. EDO reported that a regular season game featuring Brady attracts an average of 12% more viewership than other games.

And it’s not just that the audience size is bigger for Brady’s games – viewers seem more engaged, too. In fact, consumers were 15% more likely to search for brands that advertised during Brady games, according to EDO.

“Search, what [viewers] searching on sites like Google is one of the most powerful advertising impact signals out there, ”Krim explained. “When people are looking for things, they are looking to buy those things often. And so what we do is measure every ad on TV and its effect on search changes for every area.

Screenshot of Tom Brady's subway ad.

Screenshot of Tom Brady’s Subway ad.

On September 9, Brady played the NFL season opener during prime time. An advertisement for the metro, which featured Brady, notoriously health conscious smelling a loaf of Subway bread, led to 141,000 additional online searches for Subway, per EDO. To put that in perspective, viewers of Brady’s recent ad were 68% more likely to search for Subway online than a viewer of an average Subway ad in the past six years.

Brady increased that engagement with his advertising appearance, according to EDO data. The quarterback starred in two of four commercials that led to more than 100,000 searches in the Bucs’ game against the Patriots.

“Quarterbacks and stars matter, especially in context,” Krim said. “And so what the networks do when they sell these ad packages is they use the value of these premium NFL prime-time games, with these stars as the anchor, as the centerpiece of the game. ‘a larger purchase. And that’s how they generate tens of billions of dollars in advances every year. “

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