• by Wayne Friedman , December 30, 2025

Fourth-quarter TV advertising revenue dipped 3% among the top-rated six viewing TV networks to $6.5 billion, according to estimates from EDO Ad EnGage.

At the same time total airings for CBS, NBC, ABC, Fox, ESPN, and Fox News Channel were 6% higher at 691,140, with overall impressions gaining 7% to 284,540.

NBC slipped 4% to $1.55 billion, while CBS was down 7% to $1.43 billion and ABC dipped 2% to $1.20 billion for the period from September 22 through December 29.

Two cable TV networks posted gains -- ESPN was 8% higher to $692.6 million and Fox News Channel was up 10% to $364.2 million.

Live TV programming -- sports and news content -- remains a major driver for linear TV networks. For TV networks, the main driver was top NFL programming. 

The strongest advertising categories for networks continue to be car and home insurance as well as non-luxury car manufacturer marketers.

NBC took in $139.7 million in insurance ad spend for 2,060 airings and $130.7 million in automotive advertising (658 airings), while Fox was at $128.4 million for car ads (558 airings) and $125.6 million for insurance (1,210 airings).

CBS came in at $125.6 million for insurance (2,100 airings), but much less for car advertising than some of its main competitors -- $57.1 million (518 airings).

ABC was lower in both categories -- $90.8 million for insurance (1,940 airings) and $28.2 million for car advertising (400 airings)..

The biggest category for ESPN was automotive -- $53.9 million (4,130 airings). Fox News scored $32.3 million for vitamins and supplements (4,870 airings).