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.

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