Sports Programming Dominates TV Advertising Upfronts

⁣ ⁤Updated June 09, ⁢2025
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As TV networks gear up‍ for a crucial advertising sales season, sports programming, ⁢especially‌ NFL games and the super Bowl, is attracting the most advertiser interest. Executives report a ​rush to secure ad spots ⁤during the annual “upfront” marketplace, where TV companies sell commercials in ⁤advance​ of the⁢ fall season.

One media-buying executive noted that sports are the primary driver of advertising revenue. While broadcasters are‌ aggressively pursuing sports-related deals, ‍they are ⁢not fully achieving their desired rates.Beyond ​sports, however, there is little urgency in the advertising ‍market.

NBCUniversal, Fox, and Disney‌ are ‌reportedly leading in completed deals​ with media buying⁤ agencies, with Paramount also securing agreements. Warner Bros. Revelation faces challenges following the‍ loss of NBA rights and its ‍reliance on cable networks, which are less appealing to advertisers compared⁤ to streaming and broadcast TV. Netflix and Amazon ⁢have reportedly scaled back ‌from the high financial ‍demands they presented last year.

Advertisers have​ largely secured available inventory for NBC’s 2026 Super Bowl LX broadcast.Earlier this year, ⁣NBC sought as much ⁣as $7 million for a 30-second ad,⁤ encouraging‌ advertisers to ⁤invest in ‌other parts of its media portfolio. One media buyer suggested that high demand ‌might prompt NBC to request additional commercial time from the NFL, similar to Fox’s ⁤past practices.NBC reportedly ​informed advertisers with ‌reservations for the Super Bowl that they needed ⁢to commit instantly or risk losing their spots ⁣to a growing waiting list. Another buyer indicated that NBC has told some agencies it is indeed “out of sale” for⁤ Super Bowl ad slots.

Spokespersons for‍ fox, Disney, NBCUniversal, Netflix,‌ Warner Bros.Discovery, and Amazon declined to comment on their upfront‍ sales progress. Paramount did not respond⁣ to requests for comment.

Another media buying executive stated that networks with⁢ sports programming are better positioned to secure higher ad volumes and ‌close deals more quickly.

While sports have always been a significant advertising draw, their appeal has ‍grown in the streaming era. Advertisers still seek ways to reach large live audiences, preferring this to the fragmented impressions gained through individual streaming sessions. Live sports events, such as MLB‍ games‍ and collage football, continue to attract real-time viewers, ​while other ⁢content ​is frequently enough consumed on demand.

The⁣ focus on sports comes amid concerns that economic⁢ trends, including potential tariffs, could disrupt upfront​ sales. Some buyers believe the overall upfront‌ market may decline, with advertisers holding back funds for later use. Networks with substantial⁣ sports ⁢portfolios, however, feel they have an ⁤advantage, as sports may absorb available upfront funds, leaving less for other programming.

Buyers and sellers appear to be at odds regarding streaming inventory. Advertisers ​are reportedly ​pushing for ⁢rate rollbacks on streaming ads. Last year, advertisers secured ⁢double-digit percentage cuts in CPM (cost per thousand viewers). In ‌2025, sales ⁢chiefs are resisting⁢ these ⁤demands.

One buying executive noted hearing from ⁣media ‌companies that they should not expect the same discounts as last year.However, this buyer anticipates some​ rollbacks ⁤due to higher supply than demand,‌ though perhaps not as severe as in the previous⁤ year. Many⁤ TV companies are leveraging their sports offerings to negotiate less onerous‍ terms with⁢ buyers.

Executives report that media companies are seeing CPM increases in⁢ the high-single-digit percentage range for sports ads and in the low-single-digit percentage ​range ‍for traditional linear broadcast ⁢commercials. The increase in linear CPMs is ⁢partly due to networks having less traditional entertainment to ⁣sell⁤ and smaller projected audiences.‍ For example, NBC is expected to dedicate⁣ two nights of‍ its broadcast schedule​ to NBA telecasts starting in 2025.

TV⁤ networks favor the upfront market as it allows them⁣ to build support for their programs in ​advance.‌ However, ​the advertising‌ landscape has become more challenging in recent years as more viewers shift to streaming video and other means of accessing content.

Ad commitments ⁢for primetime⁣ broadcast TV fell 3.5% to $9.34 billion in 2024’s upfront market, while cable commitments dropped 4.8% to $9.065 billion, according to Media Dynamics Inc. Meanwhile, ad commitments to ⁤streaming video hubs rose 35.3% ⁤to $11.1 billion, surpassing both primetime ⁤broadcast and​ cable ​for the first time.

What’s next

As the upfronts continue,‍ the balance between sports ​dominance and streaming challenges will likely ‌shape the ⁣advertising landscape for ​the coming year, with networks seeking⁣ to ​maintain value amid shifting ​viewer habits and economic uncertainties.