Traditional TV still owns sports and news despite streaming’s overall lead

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%.

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 · Eleanor Semeraro · read the original.

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