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College football’s top spenders, top spots

Back To School

1,254 brands advertised during college football television broadcasts through Nov. 29, for a total expenditure of $1.1 billion, according to SportsBusiness Journal’s analysis of iSpot.tv data. Nissan, a College Football Playoff sponsor, topped all brands with an estimated spend of $31.7 million. Seven of the top 10 spenders have an official relationship with either the CFP, NCAA or both. 

Brand Unique spots (total no. of airings) Estimated spend
Nissan* 30 (1,253) $31,672,562
AT&T/DirecTV^ 9 (1,508) $29,641,565
Geico 25 (1,487) $26,051,287
Dr Pepper* 6 (1,658) $21,497,892
Verizon 19 (854) $21,069,792
State Farm 7 (1,306) $18,331,340
Taco Bell* 13 (1,145) $17,959,899
Chick-fil-A* 9 (775) $16,674,758
Buick** 12 (819) $16,188,660
Allstate^ 7 (1,198) $16,087,633

Top Spots

AT&T and DirecTV’s “Work Thing” spot is the commercial that college football viewers were most likely to see so far this season. Narrated by Kelsey Grammer, the spot shows a man streaming his favorite channels data-free while he begrudgingly attends a social function. 

Brand Ad title No. of airings Estimated spend 
AT&T/DirecTV^ Work Thing 548 $13,174,530
AT&T/DirecTV^ You Too 458 $9,574,379
State Farm Pep Talk 367 $9,287,525
Cadillac* Forward 351 $7,532,644
Allstate^ Mayhem: Sports Fan 505 $7,526,878
Taco Bell* PlayStation Virtual Reality Box: Player One 378 $6,891,390
Dr Pepper* College Football: More Than a Game 582 $6,716,695
Goodyear* 60 Years of College Football 204 $6,459,764
Aflac Bad Golfer 152 $6,344,020
Coors Light Whatever Your Mountain 218 $6,105,881

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