Sports Dominates Media Upfronts as Demand for Women’s, College, and Pro Sports Surges
While the rising popularity of Caitlin Clark and women’s basketball has boosted demand for WNBA and college hoops inventory, other women’s sports may face challenges during an economic downturn.
With broadcast TV’s scripted content development waning—pre-pandemic, the 2019-20 upfront featured 59 pilot orders, but this year’s slate has dwindled to just a handful—the focus during the annual upfront presentations will be on live sports. As networks’ scripted programming diminishes, live sports, which significantly influence marketing and ad spend, are taking center stage.
Live Sports Take the Spotlight
NBCUniversal’s Upfronts kickoff Monday at Radio City Music Hall, with nearly half of its upfront dollars expected to be allocated to sports. The company’s lineup includes the Super Bowl LX, the 2026 Winter Olympics, and NBA playoffs. NBC’s sales teams are already selling inventory around these marquee events. Despite recent economic volatility, demand for sports remains resilient.
“While advertising tends to be cyclical, we feel well-positioned for the upcoming NBA season,” said Comcast CFO Jason Armstrong during the company’s Q1 earnings call. He highlighted the NBA’s upcoming schedule, including 50 additional regular-season games, which has already attracted strong advertiser interest.
Intense Winter Sports Broadcasts
Next winter promises a high-profile stretch: NBC plans to air the Super Bowl, the Milano Cortina Olympics, and the NBA All-Star Game over just 17 days. Outside this period, demand for NFL and college football remains robust, supported by scarcity and multi-year sponsorship deals. Last year, NBC’s Sunday Night Football unit increased by 14%, reaching $1 million per spot, while Amazon Prime reduced Thursday night rates slightly.
The NFL’s Expanding Reach
The NFL’s expanding national inventory could temper CPM increases during upfront sales, with leagues potentially holding back more units for scatter markets. Typically, the scatter market commands premiums over upfront prices—though economic uncertainty might alter this trend. Nonetheless, networks remain cautiously optimistic.
“Advertising remains healthy for us,” said Disney CFO Hugh Johnston, pointing to a 20% increase in ESPN’s ad revenues last quarter. While some sectors like fast food and healthcare are thriving, direct-to-consumer investments face supply-side disruptions.
Amazon and the Rise of Women’s Sports
Amazon’s recent influx of nearly $2 billion in Prime inventory has disrupted the 2024-25 upfront, mainly impacting general entertainment. Its sports portfolio continues to grow, including NBA, NASCAR, NFL, and WNBA rights.
Speaking of the WNBA, the league’s growth—bolstered by Caitlin Clark’s popularity—has increased demand for in-game advertising. However, some buyers warn that women’s sports could be vulnerable in a recession, as brands new to this space might deprioritize less-established women’s sports if budgets tighten. So far, no significant pullback has been observed.
Market Indicators and Future Outlook
A positive sign comes from CBS parent company reports, which indicate a double-digit rise in the Q2 scatter market—a traditional early indicator of a strong upfront. Paramount’s Chris McCarthy expressed confidence, though CFO Navin Chopra cautioned about macroeconomic uncertainties impacting advertising revenue.
Despite recent market turbulence—such as the S&P 500’s recent dip due to new tariffs—demand for live sports remains strong. Deals are often secured well before budgets are finalized, and increased NIL opportunities are driving new marketing stars in college sports.
Conclusion: A Resilient Sports Market
While there are many “known unknowns,” the outlook for sports advertising remains positive for the coming quarters. Paramount’s McCarthy summed it up: “We feel really good about the conversations and prospects in the upfront.”
Last spring, advertisers committed $18.4 billion—down 4% from the previous year—with streaming pre-orders up 35% at $11.1 billion, reflecting strong confidence in live sports’ value.
Upcoming Upfronts Schedule
NBCU kicks off the week on Monday at 10:30 a.m. ET, followed by presentations from Fox and Amazon. Disney’s event is Tuesday afternoon at the Javits Center, with Warner Bros. Discovery on Wednesday at Madison Square Garden. Netflix and YouTube wrap up the week’s schedule later that day.
