At the recent NBCUniversal upfront presentation on May 12, Jimmy Fallon highlighted the significant role sports play in television and streaming upfronts. This year, even as overall ad budgets may decrease, spending on live sports is projected to rise, with estimates suggesting growth between 8% and 12%. Ad buyers aim to allocate funds toward live sports as networks prepare to promote major events like the NBA and NFL seasons. NBCUniversal aims to draw attention to its extensive sports offerings as they gear up for negotiations ahead of a competitive market.
"Even budgets are down for some clients, they will probably be shifting a lot [of upfront ad dollars] from cable entertainment into live sports and streaming."
"Weâre estimating the sports market to be between 8% and 12% up. That's just based on [advertiser] demand, not audience increase."
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