The upcoming NFL season may be months away, but the advertising world is already buzzing with excitement for football. The demand for commercial slots during regular-season NFL games and NBC’s broadcast of Super Bowl LX in 2026 is high, with ads for the Big Game priced at around $7 million for just 30 seconds. This surge in interest has emerged early on in negotiations for the annual upfront ad-sales market, where TV networks aim to sell the majority of their commercial inventory before the new programming cycle begins.
Despite recent showcases by media companies like Amazon and Paramount Global focusing on new programs, the spotlight is firmly on sports. Amazon, NBCUniversal, and Disney are all vying for sponsors with new NBA schedules, while Netflix is showcasing upcoming NFL games on Christmas Day.
The rush for football ad time comes at a time when the market is believed to be challenging. Media buyers are anticipating lower ad commitments compared to 2024, with ongoing debates about streaming ads potentially impacting market dynamics.
The strong interest in football and live sports reflects the shifting landscape of TV advertising. TV networks now face diverse market dynamics, with a hot market for sports, declining demand for linear TV, and a growing market for streaming TV.
The 2025 upfront market has seen its share of ups and downs, with concerns about tariffs and fluctuating stock market conditions influencing advertiser sentiment. Advertisers are pushing for lower rates for streaming ads, given the oversupply of streaming inventory that has driven down CPMs.
While CPMs for traditional TV ads are expected to increase, there is still high demand for linear TV impressions. NBCUniversal, with its extensive sports inventory, stands to benefit from this trend, featuring events like “Sunday Night Football,” the Super Bowl, NBA games, Winter Olympics, and the FIFA World Cup on Telemundo.
Last year, ad commitments for primetime broadcast and cable TV decreased, while streaming video ad commitments saw a significant increase. The shift towards streaming video as a primary advertising platform underscores the evolving landscape of TV advertising.
In conclusion, the upcoming NFL season and major sporting events are driving a surge in advertising interest, with TV networks navigating a complex market environment. As the industry continues to evolve, advertisers and TV networks must adapt to changing consumer preferences and technological advancements to stay competitive in the ever-changing media landscape.
