NBCU Upfront: Broadcast Ad Revenue Increases by 15%, Peacock Saw a 20% Jump

NBCUniversal has just finished up its upfront advertising sales season for 2025-26, and things are looking up! They saw a 15% increase across all broadcast dayparts, totaling an estimated $7.5 billion to $7.7 billion in ad sales. The company didn’t share specific financial figures but highlighted some exciting growth areas.

Sports was a big winner, with a whopping 45% increase in volume compared to last year. Plus, sales from new small and medium-sized businesses jumped by 30%. The Peacock streaming service also saw a 20% increase, making up a third of NBCU’s total upfront sales volume for the year.

In 2024, Peacock brought in $2 billion in advertising revenue, and experts predict it could hit $2.5 billion this year. The Super Bowl is on NBC’s radar for next February, with reports suggesting a 30-second commercial could cost around $8 million. And after that, get ready for the 2026 Milan-Cortina Winter Olympics airing on NBC from February 20-26.

Prime-time programming is expected to see only slight increases, but NBCUniversal’s Chairman of Global Advertising and Partnerships, Mark Marshall, expressed gratitude for the overwhelming response from partners. He emphasized the importance of ad-supported reach in the media industry and highlighted the company’s success in engaging 286 million people monthly.

This year’s upfront season has been groundbreaking, with NBCU setting new standards and achieving its most successful upfront yet. The early market approach and powerful content slate seem to have paid off, leaving the company poised for an exciting year ahead.