• by Wayne Friedman , 7 hours ago

Giving perspective to how much the TV season depends on sports -- particularly the NFL -- NBCUniversal says has sold 90% of its ad inventory in the football league's upcoming regular-season and playoffs games -- as well as selling out all ad spots in next February's Super Bowl.

Although it did not disclose price increases or dollar volume financial details for its leading “Sunday Night Football” show versus a year ago, it said the upcoming NFL season “marks the highest grossing season to date for the media company” in a release.

EDO Ad EnGage estimates that last season, NBC's “Sunday Night Football” sold $1.12 billion in advertising inventory for its September 8, 2024 to January 5, 2025 airings of the show. Total ad airings for the season amounted to 1,980.

Top “Sunday Night Football” brands on NBC a year ago included Toyota ($53.4 million), Hyundai ($42.0 million), GEICO ($34.1 million) and Walmart ($30.8 million)

NBC Television Network says “Sunday Night Football” -- the reigning top viewed prime-time show for all of TV, averaging 21.6 million Nielsen-measured viewers in 2024 -- has signed up 40 new advertisers among an overall 150 advertisers.

Last year, a regular-season 30-second commercial on “Sunday Night Football” rose over 10% to $1.01 million, according to reports. Pricing for thirty-second Super Bowl sports for this past February’s game on Fox Television Network averaged $7 million.

Growing ad categories this year for “Sunday Night Football” include pharmaceutical, finance, and technology companies -- and automotive, insurance, technology and quick-serve restaurants will remain core brands for the show. Toyota will continue to sponsor the “SNF” halftime show.

For the Super Bowl, major categories for the top advertisers continue to be consumer packaged goods, entertainment, finance and alcohol. The areas that are increasing Super Bowl exposure for next year’s game include consumer packaged goods, entertainment, pharmaceutical, and quick service restaurants.

NBC, Peacock, and Telemundo will air the Super Bowl on February 8, 2026.