As sports increasingly head to streaming services and bundles, local companies are facing a significant challenge: making sure their ads reach actual people. Companies that sell those ads directly are ...

Nearly 30% of all ad-supported TV viewing came from sports in the fourth quarter of 2025, according to a Nielsen report shared with Marketing Dive. Broadcast TV without sports accounted for just 9.8% ...

While the rise of sports programming in recent years has been well-documented, new figures from Nielsen illustrate the extent of its dominance. The measurement firm said sports accounted for 29.2% of ...