Don’t make your next media buy without reviewing the X’s and O’s. Download EDO's latest TV Outcomes report. 

EDO analyzed every national TV ad that ran during the 2024-25 basketball seasons to uncover what really works across the NBA, WNBA, and men’s and women’s college basketball. The report reveals:

• The most effective creatives during the most recent NBA, WNBA, and college basketball season.
• The rapid growth of the WNBA and the impact of celebrity endorsers like Cameron Brink and Caitlin Clark.
• The impressive performance of the NBA and how ad engagement grows late in close games.
• Engagement highlights from the 2024-25 men’s and women’s NCAA Basketball Tournaments.
• An introductory note from Disney Advertising’s Dana McGraw on why live basketball is “one of the most compelling environments in media.”

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, optimize 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.