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# Traditional TV still owns sports and news despite streaming’s overall lead
- URL: https://www.medianexis.com/traditional-tv-still-owns-sports-and-news-despite-streamings-overall-lead/
- Published: 2026-10-28T13:41:14.000Z
- Updated: 2026-10-28T13:41:14.000Z
- Description: The Measure’s Eleanor Semeraro reports that Inscape’s Q2 2026 TV Market Trends Report found cable, satellite and over-the-air sources accounted for two-thirds of sports viewing time on smart TVs, while news skewed even more traditional at 75.8%.
- Author: The Signals Desk
- Tags: Streaming, Eleanor Semeraro, The Measure: Traditional TV still leads sports/news viewing

**Why it matters.** Advertisers chasing live sports and news audiences still need traditional TV buys even as they shift overall budgets toward streaming.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*Eleanor Semeraro*](https://www.medianexis.com/tag/by-eleanor-semeraro/) *·* [*read the original*](https://www.themeasure.net/streaming-may-own-tv-overall-but-sports-and-news-still-belong-to-traditional-tv/?ref=medianexis.com)*.*