NBA Playoffs, World Cup Stabilize Ad-Supported Broadcast TV Viewership in Q2
The category finished the second quarter with a 26.6% share, down slightly from the first quarter but up 0.6% year over year The post NBA Playoffs, World Cup Stabilize Ad-Supported Broadcast TV Viewership in Q2 appeared first on TheWrap .
The NBA playoffs and FIFA World Cup contributed to a 0.6% year-over-year increase in ad-supported broadcast TV viewership to 26.6% during Q2 2026. The sports programming, while down 1.6 points from Q1, helped stabilize the category, which was softer than the same period a year ago. Streaming rose 1.6 points to 48.2% of ad-supported TV viewing, while cable remained at 25.2%.
Among viewers aged 18 and older, streaming fell 3.8 points to 44.4%, while broadcast climbed by 2 points to 28.6% and cable increased by 1.8 points to 27%. Ad-supported TV captured 71.5% of viewership share, a 1.3 point decline from Q1, with non-ad supported TV accounting for the remaining 28.5%, up slightly from 27.2% in the previous quarter.
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