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Sports Surge in TV Upfront Pushes NBC’s 2026 Super Bowl Close to Early Sell-Out (EXCLUSIVE)
A surge in demand for sports in the TV industry's annual 'upfront' has resulted in NBC being nearly sold out of ads for the 2026 Super Bowl
Madison Avenue is rushing to gain spots in NFL games, the Super Bowl and other big matches and tournaments, according to four executives with knowledge of this year’s annual “ upfront ” marketplace, during which TV companies try to sell the bulk of their commercials ahead of their next cycle of new programs in the fall. This buyer said NBC in early June approached all advertisers that had asked to reserve time in the Big Game and told them they had to commit to orders immediately or else the ads would be earmarked for a growing list of waiting sponsors. Advertisers still crave ways of getting their messages and promotions in front of large crowds, rather than cobbling together a broad set of consumer impressions via individual viewing sessions — a significant part of streaming activity.
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