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MLB linear ad revenues plummet as sports audiences migrate to streaming

Article by Marisa Jones | Oct 21, 2026

The news: Linear TV ad revenues for Major League Baseball (MLB) games fell 32% YoY, according to iSpot data cited by Mediapost.

Linear ad revenues for this year’s regular MLB season and early-round payoffs reached $342.3 million, down from an estimated $500.6 million in the same period a year ago.
TV commercial airings totaled 252,322 with 45.3 billion impressions. Last year was well above these figures, with 433,906 airings and 63.8 billion impressions.

Zooming out: Sports viewing is fragmenting across traditional TV and digital platforms.

Just under three-quarters of US live sports viewers will use digital services to watch sports this year, per our forecast.

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