NFL Still Owns America, But Washington Wants To See The Receipts

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For brands seeking mass reach, Morning Consult’s 2026 Sports Marketing Guide confirms what every media buyer with a pulse already knows: the NFL remains the most-watched sport in America by a mile.

Among U.S. adults, 36% named the NFL as their most watched sport, far ahead of the NBA and MLB at 13% each. The league also led favorability rankings and purchasing consideration, making it less a sports property than a national utility.

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