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Source: EMARKETER Forecast, May 2026 - May 2026
Note: includes ad spending on sports programming delivered by traditional TV networks per calendar year; includes pay TV and over-the-air (OTA) TV; includes digital pay TV via connected TV devices; includes live broadcasts and time-shifted viewing (e.g., DVR playback, authenticated replays); excludes OTT streaming; excludes esports
Additional Note: Sports TV ad spending includes all inventory sold and controlled by TV networks, regardless if it’s distributed via digital pay TV (virtual multichannel programming distributor, or vMVPD), traditional pay TV, or over-the-air (OTA) TV. Sports ad spending includes live sports games, official league events such as drafts and combines, and related shoulder programming tied to these events. Standalone studio shows and highlight programs are excluded.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.