• by Wayne Friedman , October 16, 2025

The NFL and college football are now seeing double-digit percentage gains in TV ad impressions in the third quarter year-over-year, according to iSpot.

From July through September (the starting month of the TV season), the NFL continued to be the top program in TV ad impressions -- posting a 12% hike to a 3% share of TV ad impressions share versus the same period a year ago. College football was right behind in the number two position, gaining 16% to a 2.86% share.

The program share is defined by iSpot as the share of TV ad impressions versus all national linear TV programming in all dayparts.

With live TV programming continuing to be highly regarded by brands, research shows that news-related programming -- including morning shows -- placed nine of the top 20 spots in TV ad impressions.

In terms of non-sports, non-news content, heavy syndicated TV programming also had staying power. “Law & Order: SVU” had a 1.22% share, with “The Big Bang Theory” also at 1.22% and “NCIS” 1.13% placing fourth, fifth, and sixth respectively.

Major League Baseball programming came in at third place with 1.28%, boosted by high end-of-the season viewership and interest.

Looking at third-quarter TV network share of ad impressions, CBS led with 7.04% share, with Fox News Channel next at 6.89%, followed by ABC with 6.38%; NBC at 6.19%, and ESPN with 3.67%.