US media heavyweight NBCUniversal (NBCU), owner of major network NBC and the NBC Sports channel, has announced the closure of “record-breaking” upfront ad sales negotiations for the 2025-26 cycle, claiming that it has secured its highest-ever sales volume for the period.
NBCU is the first of the major TV giants to close its upfront ad sales negotiation window, and the allure of visibility in relation to major live sports events across the period has attracted unparalleled interest from advertisers.
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The last confirmed upfront ad sales number NBCU released came in 2022, when the media business drew a company record $7 billion in ad sales for the 2022-23 cycle, meaning that this 2025-26 figure stands in excess of that.
Across 2025-26, NBC will showcase three tentpole events: the 2026 Milan Cortina Winter Olympics, soccer’s 2026 FIFA World Cup (via Spanish-language network Telemundo), and the NFL Super Bowl.
Each of the three tournaments outpaced previous benchmarks on NBCU, with Telemundo also experiencing its best upfront ad window ever thanks to the prospect of the 2026 World Cup, which will be staged across the US, Mexico, and Canada.
Beyond that trio of major events, further NBCU seasonal rights such as golf, Nascar, and the recent acquisition of National Basketball Association content, have powered NBCU to a 20% year-on-year increase in new clients and a 45% year-on-year increase on overall volume outside of those big three events.
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By GlobalDataNBCU’s sports broadcast slate could yet expand, with the TV heavyweight also reportedly circling a Major League Baseball rights pickup ahead of 2026.
Digital ad sales also grew thanks to the continued expansion of the Peacock OTT streaming service, with 20% year-on-year advertising growth meaning the business now represents as much as a third of NBCU’s overall upfront ad sales.
Speaking on the announcement, NBCU chair of global advertising and partnerships, Mark Marshall, commented: “This year, we went to the market earlier than ever to strategically align our powerful content slate with our clients’ goals.
“The response has been extraordinary, and we are incredibly grateful for our partners’ trust and collaboration. In a year set to redefine industry benchmarks, ad-supported reach remains the most influential force in media.”
