Live Sports Don’t Just Keep Linear TV Afloat—They Boost Streaming, Too

Marketers used to overlook digital buys, but no longer

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Last year’s most significant TV transaction by far occurred in March, when the NFL completed eye-popping new rights deals for all of its TV packages, worth an estimated $10 billion annually over the next decade.

Not only did the agreements keep the NFL games on CBS, Fox, NBC, ESPN and ABC—ensuring that linear TV will continue to have its top audience draws for years to come—but they also extended them to a variety of streaming platforms.



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This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.