NBA sellout squeezes brands off TV, pushing them toward creators
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.
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 — Sam Bradley · TVREV — John Cassillo.
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