NBC Sports Study Shows Just How Much Viewers Missed Sports, as Games Resume

Plus, an update on company’s NHL, NFL and Olympics ad sales

82% of fans surveyed during the pandemic said it was hard for them to live without sports. Getty Images

After four long months, the country’s major sports leagues are finally roaring back to life. The MLB season began last week, the NBA resumes play on Thursday and the NHL returns on Saturday. As the dormant sports ad sales marketplace heats up—with billions in sports revenue up for grabs once again—NBC Sports is sharing the results of a study that shows just how much viewers missed sports, and how much they love the brands that advertise in the games as well.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.