What Advertisers Need to Know About TV Sports Advertising in 2026

The Fierce Competition for Sports Viewers is Reshaping the Media Landscape

Live sports remain the most reliable pillar of mass audience engagement in a rapidly diversifying media landscape. In 2024, the NFL dominated, holding 93 out of the top 100 broadcasts (by viewership), and ad spending on live sports reached $20.4 billion, comprising 25% of total TV ad spend. These metrics underline the importance of sports rights for any media platform to acquire either new subscribers or revenue. And the biggest players are taking notice, from Amazon to Apple.

Whilst the growing competition between traditional broadcasters and streaming platforms has fragmented media buying opportunities for advertisers, the major sports rights are consolidating and concentrating under an entirely new set of (dominant) players. Amazon’s $1B annual deal for NFL Thursday Night Football, YouTube’s $10B investment in NFL Sunday Ticket, and NBC’s $200 million to get a piece of MLB, in addition to Netflix and ESPN securing the rights to America's pastime are just a few examples of the power and prestige of sports programming and the shift to streaming.

Implications for Advertisers

As live sports viewing fragments across different platforms and devices, advertisers have to contend with dramatic changes in the way media is bought and sold. The sports marketplace is insanely fluid and ad prices can swing drastically by the day. Everything from the performance of the teams down to when the game is being aired can impact rates for a given game. There are no standards; each sport comes with its own set of pricing nuances and rules. For instance, quoted rates for a 30-second NFL in-game national ad unit can range anywhere from $500K to $1.5M during the regular season. However, rates have occasionally dropped as low as $85K to $110K due to fluctuations in demand and supply. Further down the scale, certain fractional inventories can go for as little as $10K, creating a vast pricing range and potential confusion for advertisers.

Without sophisticated tech and large data sets, advertisers cannot navigate this complexity alone. As the sports landscape continues to shift, it is imperative to work with a trusted partner to leverage historical data and predictive performance intelligence when buying media. This guide is intended to provide a detailed view of the key players in the ever-evolving sports media world and how advertisers should approach TV ad campaigns for each professional sports league.

This guide breaks down where major U.S. sports rights sit, who watches, and how advertisers of any size can buy into live sports efficiently.

Key takeaways:

• NFL is still the top reach driver, with rights fragmented across broadcast and streaming and premium inventory favoring NPE and fractional strategies by budget level.

• College football is even more splintered, with dozens of simultaneous games, strong linear dominance for top matchups, and expanded playoffs creating more high-value windows.

• MLB, NBA, WNBA, EPL, NHL, UFC, and WWE are all leaning further into streaming, pairing tentpole NPE buys with flexible, data-driven options that help reach younger or niche fans.

• Every league section includes a “small budget” vs. “big budget” playbook, contrasting regional/off-peak and shoulder programming with national tentpoles and integrated sponsorships.

• Ultimately, live sports rights fees and viewership are climbing, streaming options are proliferating, and success depends on league-specific audience profiles and tailored buying tactics.

The MVP of Sports Media

Who Has the Rights Currently?

For nearly three decades, DirecTV held the exclusive rights to NFL Sunday Ticket, allowing fans to watch out-of-market games that weren’t covered in their local broadcasts. Meanwhile, regional games were split among traditional networks, but the NFL has been extremely busy striking deals that have significantly changed the landscape, including adding its first streaming-only package with Amazon for the rights to air Thursday Night Football (TNF) worth an estimated $1 billion annually. Not to be outdone, YouTube TV purchased the rights to NFL Sunday Ticket for out-of-market games (airing games from TV networks) for roughly $2B a year.  Remaining NFL rights are split between long-time broadcast partners CBS, Fox, NBC, ESPN/ABC, and NFL Network. But the biggest hint of what the future might hold in store for how we watch the NFL is Netflix’s $150 million deal to stream two exclusive games on Christmas Day 2024.

Audience Snapshot*
Avg. Age: 52
Avg. HHI: $106,373
Gender Split: 62% Male | 38% Female

What Advertisers Need to Know

Coming off of the highest-rated Super Bowl in history, this year’s advertising opportunities are in greater demand than previous years. The Super Bowl LIX is sold out, and Amazon’s inventory is no longer available. While there are still many opportunities to take advantage of the massive reach and engagement of NFL viewers, no matter the network or platform, you must move quickly.

Key Media Buying Considerations

Given the high demand around NFL games, Tatari recommends non-preemptible (NPE) buys for those who have proven success with the NFL. NPE buys come with a 100% guarantee of airing, unlike preemptible or "remnant" buys, which rely on a bidding system and lack this certainty. This ensures you can prioritize premium spots that are hard to get last-minute. For advertisers looking to test the NFL for the first time, an agile weekly approach is possible with fractional buys (e.g. local or satellite buys) and airing during adjacent programs.

Small Budget Playbook

• Given football’s massive reach, you don’t have to be running in-game to gain traction. Buy Pre- and Post-game slots that attract engaged viewers tuning in for commentary and analysis.

• Leverage local broadcasts to target audiences in specific markets which still pull in huge viewership.

• Consider buying similar inventory based on audience overlap and performance data.

Big Budget Playbook

• Consider integrated sponsorships during key moments of the game, like instant replay, red zone highlights, or game stats segments.

• Prioritize high-impact ad slots during key viewership peaks like the 2-minute warning and kick-off.

• Secure guaranteed packages during Upfronts or secure key match-ups via NPE buys.
  

Scoring Big Time Viewership

Who Has the Rights Currently?

NCAA football games are broadcast on CBS, FOX, ESPN, and NBC, with increased streaming options available on ESPN+ and Peacock.

Audience Snapshot*
Avg. Age: 53
Avg. HHI: $109,000
Gender Split: 65% Male | 35% Female

What Advertisers Need to Know

If the NFL seemed fragmented, college football is even moreso, with dozens of games running simultaneously weekly.  Excitement around the athletes is at an all-time high with many building a huge influencer following and securing endorsement deals with major brands. Many universities have changed divisions, creating unprecedented matchups happening earlier in the season. The expansion of the playoffs now includes more schools and more games, offering even more opportunities to reach these rabid fans.

Key Media Buying Considerations

The availability of streaming options like ESPN+ and Peacock has allowed advertisers to be more agile when securing these buys while also increasing the ability to target more niche audiences. However, linear TV remains dominant for the most prolific games and key matchups. Regional buys targeting specific conferences or schools can be effective, but national campaigns capture the broad audience that tunes in for high-profile games. Major events like the playoffs and annual Bowl Games attract significantly larger audiences than regular-season matchups, leading to a substantial rise in ad rates.

Small Budget Playbook

• Target regional networks (e.g., SEC Network, Pac-12 Network, Big Ten Network) that cater to specific markets. 

• Focus on multiple off-peak games; with so many schools, several games air at the same time as bigger profile games but still attract a dedicated audience. 

Big Budget Playbook

• Prioritize upfront spots during the key playoff season and on New Year’s Day when there will be six highly-visible bowl games boasting the largest audience of the year.

• Sponsor one of the major conferences with season-long brand packages for even more visibility.

Aiming for a Streaming Home Run

Who Has the Rights Currently?

Fresh off a thrilling seven-game World Series victory by the Los Angeles Dodgers over the Toronto Blue Jays, MLB is capitalizing on the buzz with a slate of lucrative media rights updates totaling $800 million annually. The headline shift sees NBC and Peacock taking over as the exclusive home of "Sunday Night Baseball" and the "MLB Sunday Leadoff" for $200 million a year. NBCUniversal also secures the entire Wild Card round and key primetime slots, including an Opening Day championship defense by the Dodgers. Meanwhile, Netflix enters the fold with a $50 million annual deal to stream the Opening Night game (starting with Yankees vs. Giants), the Home Run Derby, the Field of Dreams Game, and international coverage of the 2026 World Baseball Classic.

In a major restructuring, ESPN will relinquish "Sunday Night Baseball" but maintain its $550 million annual investment by acquiring rights to MLB.TV and a 30-game midweek package. This strategic pivot allows ESPN to distribute out-of-market games and stream in-market contests for teams like the Guardians and Padres directly through its app. As the landscape evolves, traditional partners remain steady: Fox will continue to air the World Series and Saturday night games, while TBS retains its Tuesday package and substantial postseason coverage, all streamable via HBO Max.

Meanwhile, some regional sports networks are being taken over by larger corporate conglomerates. Just this year, FanDuel took over the naming rights to various regional sports networks previously controlled by Diamond Sports Group. If Diamond goes bankrupt, some MLB teams could lose their regional broadcast partner and will be forced to find new deals that may reshape the entire regional sports network landscape and impact viewership and revenues. Small market teams may face the biggest threats as they rely heavily on regional broadcast partners. These shifts may also impact local NBA and NHL broadcasts, which Diamond also has the rights to. MLB is monitoring the on-going situation and may need to intervene to ensure the future of regional sports is secured.

Audience Snapshot*

Avg. Age: 55
Avg. HHI: $100,866
Gender Split: 67% Male | 33% Female

What Advertisers Need to Know

While MLB has faced challenges attracting younger audiences, it has embraced exclusive streaming partnerships with Netflix, Peacock, and Apple TV to entice a younger demographic while tapping into social media for promotion. Advertisers must now navigate both traditional linear broadcasts and digital streaming with national coverage for marquee events like the World Series and All Star Game.  Historically, Tatari has seen the MLB Postseason as the best alternative to the NFL to drive response in front of live sports audiences.

Key Media Buying Considerations

Advertisers have options between non-preemptible (NPE) and agile buying strategies. While Fox continues to dominate in NPE buys, particularly for major events like the World Series, platforms like Apple TV and Peacock offer more flexible, streaming-based options for buying regular season games. When it comes to targeting, regional sports networks (RSNs) are key for local advertising, but national campaigns on Fox and NBC remain essential for reaching large-scale audiences during marquee games.

Small Budget Playbook

• Jump on regional rivalries that have a national appeal. Despite the local nature of many MLB games, major market rivalry match-ups draw increased eyeballs.

• You can still implement a holistic approach to media buying for regular season baseball and budget across multiple-markets and time slots.

Big Budget Playbook

• Look to sponsor MLB’s mid-season marquee events like the All-Star Game and the Home Run Derby for further reach of a concentrated national audience when there is not much competition from other sports.

Record-Setting Media Deals

Who Has the Rights Currently?

For the last decade or so, outside of prime national broadcasts, NBA on cable reigned supreme with the likes of TNT and ESPN - but after the 2024/2025 season, that will come to an end. Starting in 2025, the NBA’s media rights - worth an approximate $76 billion over 11 years, will be leaving TNT and will find a new streaming partner in Amazon, as well as dedicated games airing on ESPN, ABC, and NBC.

Audience Snapshot*
Avg. Age: 46
Avg. HHI: $92,847
Gender Split: 71% Male | 29% Female

What Advertisers Need to Know

The interest in basketball continues to rise driven by the popularity and high interest in the individual players that have reached celebrity status across social media. Unlike other sports, national audiences are drawn to the over-the-top personalities of NBA players. The season consists of 82 regular season games which includes a nationally televised in-season tournament, The NBA Cup. The playoffs consist of four main rounds, and each series within these rounds adheres to a best-of-seven (games) format.

Key Media Buying Considerations

Marquee NBA matchups and playoff events are best secured through NPE purchases to guarantee placement, while those with flexibility can take advantage of last-minute opportunities as they arise. Although nationally televised games are essential for broader reach, local markets like New York and Los Angeles also offer valuable opportunities for regional brands to connect with a large audience.

Not surprisingly, NBA playoff games generally command higher ad rates, so networks may require you to commit to spending a specific amount of money just for the opportunity to buy some of the premiere games like the playoffs or some of the more popular match-ups. They may also require additional packaging requirements like bundling the game buys with other of their shows.

Small Budget Playbook

• Jump on regional rivalries that have a national appeal. Despite the local nature of many NBA games, major market rivalry match-ups draw increased eyeballs.

• Like MLB, with the NBA you should still implement a holistic approach to media buying for regular season games and budget across multiple markets and time slots.

• Test spots during the early parts of the game which typically command better rates.

Big Budget Playbook

• The NBA playoffs are a four-round, best-of-seven tournament that can last for several weeks, so it is important to plan buys early across the entire playoff schedule to maximize brand visibility.

• Explore special in-game sponsorships like “Mic’d Up” for exclusivity.

A Ratings Slam Dunk

Who Has the Rights Currently?

Negotiated by the NBA, WNBA media rights skyrocketed from $50 million per year to $200 million, amid record viewership and booming popularity for women’s sports in general. WNBA games air on ABC, ESPN, CBS Sports Network, and Prime Video, with additional streaming rights handled through platforms like Twitter.

Audience Snapshot*
Avg. Age: 53
Avg. HHI: $79,684
Gender Split: 55% Male | 45% Female

What Advertisers Need to Know

Women’s sports - led by the continued growth of the WNBA - are growing exponentially in viewership, attendance, and participation and offer a unique opportunity for advertisers to engage a loyal audience. The WNBA’s partnerships with digital platforms such as Amazon and Twitter have made the league more accessible to a younger, tech-savvy audience. The 2025 season will expand to 44 regular-season games, with changes made to the playoffs, which will consist of a best-of-seven series.

Key Media Buying Considerations

As the league continues to cultivate regional fanbases, local sponsorship opportunities are expanding. However, national exposure remains crucial for advertisers, with platforms like Amazon, ABC, and ESPN playing a key role in reaching wider audiences and maximizing brand visibility. The WNBA playoffs, which are seeing big increases in ratings, are characterized by more concentrated engagement, attracting higher ad rates than regular season games and will start to become harder to buy last-minute as it continues to grow in popularity.

Small Budget Playbook

• Target regular-season games in some of the bigger regional markets, or teams with well known star power (i.e. Caitlin Clarke/Indiana Fever games).
  

Big Budget Playbook

• Secure ad spots during prime-time playoff games and the WNBA Finals on ABC. These events attract the largest WNBA viewership and offer premium exposure for your brand during the season’s most highly anticipated games.

Skyrocketing in Popularity

Who Has the Rights Currently?

Worth an estimated $2.7 billion, the English Premier League’s (EPL) U.S. media rights are held by NBCUniversal through the 2027-28 season. NBC covers linear broadcasts, while Peacock streams games, providing brands with a powerful combination of linear TV and programmatic options via streaming services.

EPL Regular Season
NBC PROPERTIES:
NBC
USA
PEACOCK

Audience Snapshot*
Avg. Age: 42
Avg. HHI: $100,866
Gender Split: 74% Male | 26% Female

What Advertisers Need to Know

Interest in soccer, especially within the United States, is growing and is expected to intensify in 2026 when the World Cup will be held in the United States. This year the ESL saw record viewers, with Manchester City-Arsenal being the most-watched Premier League in U.S. History.

Key Media Buying Considerations

NBC offers traditional non-preemptible (NPE) buys, ensuring advertisers secure prime placements for key matches, while Peacock provides more flexible options that cater to those looking to adapt their strategies. While the EPL does not feature playoffs, end-of-season matches generate peak viewership, particularly during title races and relegation battles, making these games prime advertising opportunities. Advertisers must decide between national buys through NBC, which provide extensive reach, or explore the potential of localized strategies that can target specific audiences effectively.

Small Budget Playbook

• Given that there are no stoppages during EPL games - commercials are shown before and after the game, as well as during halftime - carving out budget to test running in more high-profile matchups (Liverpool/Man U, Liverpool/Man City, Arsenal/Tottenham, Man U/Man City, etc.) can pay big dividends at the right price - especially if you’re looking to target affluent audiences.

Big Budget Playbook

• Extend your reach to soccer fans by sponsoring pre- and post-game shows, as well as other ancillary coverage which command intense fan interest. Coming off the most watched season ever, brands with bigger budgets should invest in weekly buys to help establish their brand to a growing soccer audience.

Skating Where the Puck is Going

Who Has the Rights Currently?

After a long withstanding relationship with NBC, the NHL struck new deals worth almost double it was getting previously. The NHL’s rights are held by ESPN and Turner Sports, with ESPN+ streaming the majority of games. These deals are valued at $4.4 billion over 7 years, running through 2028.

Audience Snapshot*
Avg. Age: 53
Avg. HHI: $120,296
Gender Split: 69% Male | 31% Female

What Advertisers Need to Know

The NHL’s shift to ESPN+ has revitalized its media presence, offering more targeted advertising opportunities. Advertisers now have access to more precise targeting through ESPN+, while major events like the Stanley Cup Finals remain high-profile linear TV opportunities. The NHL is targeting streaming as a viable outlet for future distribution of marquee matchups.

Key Media Buying Considerations

Advertisers looking to run during NHL games should carefully consider their buying strategies, particularly when deciding between non-preemptible (NPE) and agile buying options. ESPN+ allows for programmatic ad buys, providing flexibility, while ABC and TNT offer traditional NPE opportunities during playoff games. Additionally, local buys in key markets such as Boston or Toronto are crucial for targeting regional audiences, while national buys on ESPN offer a broader reach, allowing brands to maximize their exposure across a wider audience.

Small Budget Playbook

• Target RSNs to reach regional fan bases with a strong local following and test pre-game spots on national broadcasts.

Big Budget Playbook

• Consider buying spots on some of the marquee national games, like NHL’s Winter Classic that often pulls in larger audiences including casual fans and those new to the sport.

A Knockout Success

Who Has the Rights Currently?

UFC events are primarily broadcast on ESPN and ESPN+, with ESPN+ handling the bulk of pay-per-view events. This deal is part of a $1.5 billion multi-year agreement through 2025. Come 2026, UFC will be looking to take a cue from recent heavyweight sports rights deals and could end up running on multiple properties instead of just one. This could mean that UFC will become (partially) available under an ad-supported format, not just pay-per-view.  As new platforms vie for the chance to land the rights, it remains clear that the organization’s growing value and dedicated fanbase will make it a highly fierce competition amongst a host of eager contenders. With an exclusive negotiating window before they can go to others, the belief is that ESPN will fight hard to retain the rights in 2025 and beyond.

Audience Snapshot*
Avg. Age: 41
Avg. HHI: $93,247
Gender Split: 80% Male | 20% Female

What Advertisers Need to Know

According to SportsPro Media, the UFC netted a record $1.3 billion in revenue total in 2023, a 13% increase from the 2022 revenue. It’s popularity has steadily grown over the past decade and
expanded its media presence partnering with ESPN+. This has allowed the combat brand to tap into ESPN's vast audience while leveraging the flexibility of streaming services.The shift to ESPN+ has provided advertisers with more options for targeting specific demographics. The digital nature of the platform allows advertisers to deliver personalized, targeted campaigns to UFC's largely young, male audience. UFC still offers its most high-profile fights on a pay-per-view basis. It is yet to be determined if they go the way of streaming for these events under the ownership of TKO, which owns WWE and utilizes the streaming model over traditional PPV.

Key Media Buying Considerations

UFC offers a broad national appeal since it does not cater to any specific regional fanbase. While high-profile matches are reserved for pay-per-view, UFC’s loyal fan base are known for their high levels of engagement and loyalty to the sport and individual fighters. These fights are often hyped months in advance and there is huge interest well before the bell rings.

Small Budget Playbook

• Look for UFC highlight shows and event replays that air mid-week on ESPN. These shows capture viewers who may have missed the live event but are interested in catching up.

Big Budget Playbook

• Secure an exclusive sponsorship of UFC Fight Night, which can include your brand being highlighted pre- and post-bouts.

Forming Winning Tag Team Partnerships

Who Has the Rights Currently?

World Wrestling Entertainment’s TV landscape will see drastic changes in 2025 with the move of its flagship program, Monday Night Raw to Netflix, while it recently moved Smackdown from Fox to the USA Network. WWE also has new broadcast deals in place with NBC and CW.

Audience Snapshot*
Avg. Age: 42
Avg. HHI: $64,483
Gender Split: 70% Male | 30% Female

What Advertisers Need to Know

Combining high-intensity athleticism with suspenseful storytelling, WWE programming coined the term “sports entertainment” to turn professional wrestling into a media powerhouse, one that captures a rabid and loyal fanbase each week. That’s why it should come as no surprise when Netflix agreed to a 10-year, $5 billion deal to become the exclusive broadcaster of Monday Night Raw, the biggest investment in live sports they’ve ever made.

Key Media Buying Considerations

Unlike the NFL or MLB, WWE produces consistent programming 52 weeks a year airing across the globe, giving advertisers a steady, year-round opportunity to engage fans. Their unique blend of sports and entertainment caters to a national audience. Despite competition from the likes of the NFL and NBA, WWE manages to attract a loyal following. Viewership tends to peak in the early part of the year as it develops storylines leading to its flagship event, WrestleMania.

Conclusion

Live sports is no longer a single “must-buy” package but a portfolio of rights, audiences, and tactics—and brands that treat it that way will win. By matching budget level to the right league, window, and buy type, advertisers can turn fragmented rights and rising prices into a precision tool for reach, response, and long-term brand building.

To make that happen, Tatari helps brands translate this complexity into clear plans, using performance data across leagues, networks, and streamers to recommend the right media buying tactics for your goals

If you’re ready to turn live sports from a “nice-to-have” line item into a measurable growth channel, reach out to us to build your next winning sports strategy.

Frequently Asked Questions (FAQs)

What are the best sports leagues for advertisers with a small budget?

Leagues with plentiful inventory and strong regional structures tend to be best: college football (conference networks and off-peak games), MLB and NBA regular-season games, NHL regional broadcasts, and WNBA or UFC shoulder programming. These environments let smaller advertisers buy local, pre-/post-game, or off-peak spots while still tapping into highly engaged fan bases.

How are sports media rights changing in 2026?

Sports rights are shifting further toward streaming and convergent TV, with more packages split across multiple partners and more events available via ad-supported models. This creates both fragmentation and flexibility, giving advertisers new ways to buy targeted impressions instead of relying only on national linear bundles.

Should I focus on linear TV or streaming platforms for sports ads?

Most brands should treat linear and streaming as complementary rather than either/or. Linear TV still delivers the biggest live reach for tentpole events, while streaming provides more precise targeting, flexible budgets, and better measurement for performance-oriented campaigns.

What is the difference between preemptible and non-preemptible (NPE) ad buys?

Preemptible buys are typically less expensive but can be bumped if someone else pays more, which means your spots are not guaranteed to air. Non-preemptible (NPE) buys cost more but lock in your placement, making them essential for high-demand games, playoffs, and marquee moments.

How can advertisers reach younger audiences through live sports?

Younger fans increasingly watch via streaming platforms, social extensions, and digital-only packages tied to leagues like the NFL, NBA, WNBA, MLB, EPL, and UFC. Prioritizing inventory on major streaming apps, shoulder content, and highlight-driven programming helps reach younger, more digital-native viewers.

Which leagues are seeing the fastest growth in viewership?

Women’s sports (especially the WNBA), global football (EPL and major tournaments), and UFC are among the fastest-growing in attention and audience momentum. These properties combine live-event urgency with strong individual star power and social media amplification, making them attractive for growth-minded brands.

How do playoffs and marquee games affect ad rates and availability?

Playoffs, championships, and marquee matchups drive the highest demand, which pushes up pricing and often requires early commitments or package deals. Inventory is limited and sells out quickly, so advertisers that want these windows typically need NPE buys, longer lead times, and a higher tolerance for premium CPMs.