SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

Inscape’s Q1 2026 data shows average weekly sports viewing rose to 1.8 hours, up 0.3 hours year over year, with more than 66% of viewing still coming through cable, satellite, and OTA platforms. Streaming accounted for 12% of sports viewing time, up from 11.5% a year earlier, signaling gradual digital gains as leagues and media companies expand streaming distribution. For media and advertising leaders, the report reinforces live sports as a core driver of linear and vMVPD engagement, even as shifting rights strategies make sports viewing trends a critical indicator of where the TV business is headed.

IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?

Super Bowl LX is behind us. The evening at Levi’s Stadium in Santa Clara was once again more than just a sporting event—it turned into a media platform watched by over 124.9 million viewers in the U.S., peaking at 137.8 million during the second quarter, making it the second most-watched broadcast in American television history.… Continue reading IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?

THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS

A new report from Samsung Ads provides some disturbing data for streaming services that have been spending massive amounts of money on their NFL and sports rights. The Samsung Ads’ Quarterly State of CTV Report found that while the number of new users to three apps that streamed live NFL football games grew by 28%… Continue reading STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS

TV’S AD REACH CONSOLIDATES, AS SPEND AND AD MINUTES GROW

Initial Q3 TV advertising data from iSpot reveals a landscape that’s steadying while consolidating itself around top networks and programming. Over the course of Q3 2025, est. national linear TV ad reach grew by 4.2% year-over-year, to $8.77 billion and ad minutes climbed as well, up 2.4% to 5.3 million. Interestingly, however: Household TV ad… Continue reading TV’S AD REACH CONSOLIDATES, AS SPEND AND AD MINUTES GROW

REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS

New data from EDO finds that ads during football games on Peacock, Netflix, and Amazon last year were more effective than in-game linear. The NFL has met its greatest broadcast rival, and it is NFL streaming. Today, television data and analytics firm EDO released its third annual NFL TV Outcomes Report to ADWEEK with what’s… Continue reading REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS