NBCUniversal Sets New Ad Sales Record with Highest Volume in History

NBCUniversal has achieved its highest ad sales volume in history, driven by sports and live events, including NBA games, and the growth of its Peacock streaming service. The company did not disclose total dollar volume or cost per thousand viewers reached.

NBCUniversal has reported its highest ad sales volume in history, driven by a strong focus on sports and live events, including NBA games, and the growth of its Peacock streaming service. The company's 2025-26 Upfront negotiation cycle generated the highest ad sales volume ever recorded, fueled by its unrivaled sports and live events, the addition of the NBA, and advancements in technology [1].

The company's three major tentpoles—the Milan Cortina Olympics, Super Bowl LX, and the FIFA World Cup—drove additional record sales to the business, surpassing the combined previous benchmarks of these properties. The addition of the NBA resulted in a 45% year-over-year increase in volume beyond the big three tentpoles, with 20% new clients added [1].

Peacock, NBCUniversal's streaming service, continues to be a significant growth engine. It delivered its largest digital Upfront in history, representing nearly one-third of NBCUniversal's total Upfront commitments. The streamer's immersive ad innovations and low ad load have contributed to its consistent year-over-year growth [1].

The company's broadcast networks, including NBC, Peacock, Telemundo, Golf, and USA Network, benefited from the demand for sports, driving new clients and sports commitments. The Spanish-language presentation of the FIFA World Cup on Telemundo has already exceeded the revenue for the previous World Cup, with over 10 months until kickoff [1].

NBCUniversal's 2025-26 Upfront results highlight the power of live everyday moments, event programming, and experiential opportunities across languages and platforms. The company's focus on live events in 2026, including the Spanish-language presentation of the FIFA World Cup, underscores its commitment to leveraging cultural moments to drive ad sales [1].

The company saw a 30% increase in net-new small-medium business (SMB) clients, signaling a shift in how this sector is prioritizing inventory in the Upfront timeframe. Advertisers are increasingly moving beyond standard age and gender demos, with nearly 60% of investments now transacted on advanced audiences [1].

NBCUniversal's programmatic business, which includes sports and live events, continues to see strong demand, bringing in nearly $1 billion in programmatic investments for the 2025-26 Upfront cycle. The company saw record revenue growth across key categories, including Retail, Restaurants, Auto, Travel, and Financial Services, which all grew by approximately 12% [1].

The company sold its entire portfolio, across Linear and Streaming, under its One Platform banner. NBCUniversal will continue to represent domestic VERSANT advertising inventory, including CNBC, E!, Golf Channel, MSNBC, Oxygen, Syfy, USA, and digital platforms, for the next Upfront cycle [1].

References:
[1] https://www.nbcuniversal.com/article/nbcuniversal-closes-2025-26-upfront-negotiation-cycle-highest-ad-sales-volume-history-ahead