Big Moments, Bigger Audiences: Insights from the Blue Jays’ 2025 Postseason

After years of coming up short, the Toronto Blue Jays are finally back in the spotlight, making their first appearance in the American League Division and Championship Series since 2016. Following a strong regular season that saw them finish with a 94–68 record and clinch the AL East, the Jays entered the postseason with high hopes, and they have delivered. 

Viewing Highlights for the American League Division Series 

In the ALDS, Toronto took on a familiar rival: the New York Yankees. They jumped out to an early 2–0 lead in the series, thanks to standout performances, including a dominant outing by rookie Trey Yesavage and the team’s first-ever postseason grand slam made by the one and only, Vladimir Guerrero Jr. The Yankees managed to win Game 3, but the Jays closed things out in Game 4 with a full-team effort and advanced to the ALCS in front of a roaring New York crowd. 

The series between Toronto and New York drew an average audience of nearly 4 million viewers, marking an increase compared to the 2015 and 2016 matchups against the Texas Rangers, at 11.3% and 19.0%, respectively. Impressively, this series alone reached 11.4 million Canadians, showing just how invested fans were across the country. Unsurprisingly, the biggest buzz was right here in Toronto, where 44.3% of the city tuned in to watch some part of the action. 

Want to dive deeper into how Canadians watched and listened to the Blue Jays' postseason run? Check out Numeris’ latest insight for detailed TV viewing and radio listening habits. 

Big Brands, Big Plays: Ad Activity Heats Up During the ALDS 

Major sporting events offer advertisers a powerful platform to connect with large, highly engaged audiences. These moments not only draw millions of viewers but also provide an ideal setting for brands to boost visibility and drive engagement. During the series, ad activity was led by the Food/Beverages, Entertainment/Media/Leisure and Telecommunications categories.  

During the 2025 ALDS, Rogers Communications dominated the airwaves with a combined 245 million impressions across its two brands: Rogers (173 million) and Rogers Xfinity (72 million). Molson Coors Beverage Company followed as the second-largest advertiser, with its Miller Lite brand making a strong showing. Other brands featured throughout the series included RBC, WestJet, Leon’s, Disney+, bet365, McCain, and Chevrolet, contributing to a diverse lineup of advertisers during these broadcasts. This mix of advertisers and brands highlights how a wide range of sectors capitalize on major sporting events to reach audiences at scale. 

From the ALCS to the World Series: A Winning Stage for Advertisers 

The 2025 American League Championship Series was an exciting matchup, with the Toronto Blue Jays coming back from a 0–2 deficit to beat the Seattle Mariners in a thrilling seven-game series. George Springer's clutch three-run homer in Game 7 sealed the win and sent the Blue Jays to their first World Series appearance since 1993.  The ALCS united the nation, with an astounding average audience of 4.7 million viewers and reaching 15.7 million Canadians. 

For advertisers, big sporting events like these are a golden opportunity to get their brand in front of a huge and highly engaged audience. These games attract not only die-hard sports fans but also casual viewers, offering a prime opportunity to boost brand visibility and extend their reach to a broader audience. 

NLogic’s powerful Spots dataset gives advertisers and agencies valuable insights into commercial activity during major sporting events and other high-profile broadcasts. From smarter media planning to understanding competitor strategies, Spots helps you make informed decisions when it matters most. 

Connect with your account manager today for a detailed presentation on Spots Monitor.