nbcuniversal Reports Record NFL Advertising Revenue, Super Bowl LX Ad Spots Sold Out
NBCUniversal announced its highest-ever advertising and partnership revenue for the upcoming NFL season. The company has also wholly sold out of advertising inventory for Super Bowl LX, scheduled for February.
The success underscores the continued dominance of live sports, especially professional football, in attracting large audiences and commanding premium advertising rates for both conventional television and streaming platforms. Sports played a central role in media companies’ presentations to advertisers during this year’s Upfronts.
NBCUniversal highlighted its robust sports lineup, including the NFL and Super Bowl, the return of NBA coverage to NBC, and the upcoming Olympics, as key drivers of advertising interest. Peter Lazarus, Executive Vice President for NBC Sports & Olympics, Advertising and Partnerships, stated that the company experienced its strongest sports Upfront in history, enabling the early sell-out of Super Bowl LX ad space.
Both NBC’s broadcast network and its streaming service, Peacock, will broadcast “Sunday Night Football” and Super Bowl LX. This season marks the 20th year “Sunday Night Football” has aired on NBC, with 90% of its ad inventory already secured.
the season kicks off Thursday with a matchup between the Philadelphia Eagles and the Dallas Cowboys on NBC.
Beyond the Super Bowl, NBCUniversal has secured over 150 partnerships for “Sunday Night Football” programming for the 2025-2026 season, including nearly 40 new partners. major advertisers span the automotive,insurance,retail,technology,and quick-service restaurant sectors. All key sponsorships for NBC’s NFL lineup are filled, with Toyota sponsoring the Halftime show.
Super Bowl advertising continues to reach record prices, with 30-second spots reportedly costing $8 million. NBCUniversal reported strong demand from consumer products, entertainment, finance, and alcohol brands, alongside a 20% increase in spending on digital platforms compared to the last Super Bowl broadcast on NBC in 2022.
Fox Corporation’s broadcast of the Super Bowl earlier this year also generated record revenue, with over ten commercials selling for $8 million each. Advertising prices typically increase as the game approaches and inventory dwindles, with recent increases reaching $500,000 per spot.
Disclosure: Comcast’s NBCUniversal is the parent company of CNBC.
