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# NBA sellout squeezes brands off TV, pushing them toward creators
- URL: https://www.medianexis.com/nba-sellout-squeezes-brands-off-tv-pushing-them-toward-creators/
- Published: 2026-10-27T14:23:05.000Z
- Updated: 2026-10-27T14:23:05.000Z
- Description: Digiday’s Sam Bradley reports that media buyers describe NBA linear and streaming inventory as all but sold out across Peacock, Amazon and Disney for the 2026-27 season, even as streaming ad spend hit $874 million last year.
- Author: The Signals Desk
- Tags: Agencies, Sam Bradley, John Cassillo, Variety: creator economy leaders on monetization

**Why it matters.** Brands without sponsorship or ad deals already in place are routed toward creator and social strategies since TV and CTV inventory is effectively closed off.

*Based on reporting by* [*digiday.com*](https://digiday.com/media-buying/media-buyers-chart-path-for-brands-and-sponsors-through-high-nba-demand/?ref=medianexis.com) *—* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*TVREV*](https://www.tvrev.com/news/tube-trends-who-should-be-advertising-with-the-nba-on-youtube?ref=medianexis.com) *—* [*John Cassillo*](https://www.medianexis.com/tag/by-john-cassillo/)*.*