NBCUniversal is getting an early NFL score.
Days before the 2025-2026 NFL season kicks off—as well as the 20th season of Sunday Night Football—NBCU is announcing its highest-grossing season ever, with overall revenue increasing across its platforms. In addition, the company has sold out all ad inventory for Super Bowl 60, airing on Feb. 8, 2026, on NBC, Peacock, and Telemundo. The company also sold out 90% of its NFL inventory outside of the Super Bowl.
With the news, NBCU achieves a Super Bowl LX sellout around a month earlier than Fox announced its sellout for Super Bowl 59.
“Coming off of the strongest sports upfront in our company’s history, Super Bowl LX has generated extraordinary interest from brands and allowed us to sell out of our ad inventory earlier than ever,” Peter Lazarus, evp of NBC Sports and Olympics, advertising and partnerships, said in a statement.
Regarding advertisers, NBCU noted that CPG, entertainment, finance, and alcohol were the top categories lining up for the next Big Game. Meanwhile, pharma and QSR continue to increase spend. According to NBCU, the Super Bowl had a 20% increase in digital, with more brands adopting a 360 approach.
Sunday Night Football will have more than 150 partners in its programming, with around 40 being new. Auto, insurance, retail, tech, and QSR are the main categories spending, while pharma and finance are also increasing their investment. NBCU says it “sold out of all key sponsorships” for its NFL lineup, with Toyota sponsoring halftime.
ADWEEK previously reported that NBCU, which went to market seeking around $7 million for Super Bowl spots, was looking for $8 million for a 30-second ad and an $8 million match across its other sports properties as early as July due to increased demand. Ahead of NBCU releasing its final numbers, Fox holds the record for Super Bowl ad revenue, reaching $800 million in gross revenue from advertising sales across its platforms for Super Bowl 59.
In closing its most recent upfront, NBCU told ADWEEK that it had its “highest ad sales volume” in its history, with record sales commitments overall and its largest digital upfront. The growth was fueled by sports and live events, which included the addition of the NBA, as well as the growth of Peacock.
NBCU is the first major publisher to cross the upfront finish line, with record ad sales commitments.
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