The NFL's kick-off next season is still months away, but Madison Street can't wait to play football.

According to three people familiar with the matter, the demand for commercial slots in regular season NFL games and the 2026 Super Bowl LX TV broadcasts scheduled by NBC are heavy, and NBC has seen big game interest that may be heavier than the big game ads people expect, with a price of around $7 million. This dynamic has surfaced, with early negotiations related to the industry’s annual “upfront” advertising market, when American television companies attempted to sell most of their commercial inventory before the next new programming cycle.

Even media companies across the globe from Amazon to Paramount earlier this week, the move towards sports took place with large annual display cabinets designed to highlight new shows from advertisers. Many of them focus on sports, one of the few formats on TV that continue to arouse advertisers to continue to crave large, simultaneous audiences. Amazon, NBCUNIVERS and Disney are all eager to get a new NBA schedule as part of the new 11th-grade deal with the basketball league. Meanwhile, Netflix is ​​doing everything he can to discuss the new NFL game that will be shown on Christmas Day.

The rush of football time takes place in what is considered a tricky market. Some media buyers believe that the amount of bargaining ad commitments this year may be lower than in 2024, while executives who negotiate on behalf of multiple advertisers say there is already debate on streaming ads that can prevent the overall market from moving from current existing rickshaws to boiling.

A strong interest in football, to a lesser extent, how the advertising market for TV is as dispersed as the overall audience in other live sports. For a specific type of commercial inventory over the past few years, TV networks don’t have to be very different from market dynamics. Executives say now they have a hot market in the sports world, a growing market for TV that has demanded more than supply, and the growing market for TV has led some advertisers to take a way to be seen.

The "early" market has already experienced several ups and downs in 2025. Trump administration’s concerns over tariffs have made people feel cool about the time to buy TV. However, the recent trend in the stock market has sparked new hope that advertisers may feel increasingly costly.

Executives on both sides of the negotiation table said advertisers are urging a continuous “rollback” because of the rates they pay for ads running on streaming services. With Netflix and Amazon entering the market in recent years, streaming inventory has driven the cost of so-called CPMs in the industry, or attracting 1,000 viewers. This measure is a key measure in these annual negotiations between the TV network and Madison Avenue.

Last year, CPMS broadcasts fell to $43.35 and Cable $20.60, markers fell 5.6% and 6.8% respectively, according to market tracker Media Dynamics Inc. Meanwhile, the average CPM for streaming-related 30-second ads fell 16.7%, a dynamic offsetting the ad revenue that TV companies are working hard to do.

The seller said they did not see the need for CPM rates streaming this year, hoping they could take up some percentage points of gain and regain the old ground. However, media buyers and advertisers may not feel the pressure to move, citing the intensified supply of inventory, coupled with the ability to buy streaming ad time in the so-called “scatter” market without overwhelming pressure, while ads purchased closer to the air date.

Sellers are more optimistic about traditional TV advertising time. Even if traditional TV audiences are smaller, people are in demand for impressions. This kind of market dynamic comes as more and more TV networks load on sports, live glasses and awards ceremony, and shows tend to be watched when they happen rather than at the moment of the audience’s own choice. Selling executives said they expect linear cable and broadcast CPM to increase in the low to medium unit digit range, while sports CPM’s height digits may rise in the smart number/percent range.

NBCU may benefit from any interest in playing. The company has a large inventory of sports for sale, including not only the time of "Sunday Night Football" and the 2026 Super Bowl, but also attractions related to its new NBA program, the Winter Olympics and the FIFA World Cup Championships, with the company's Telemundo Spanish network airing.

Last year, Primetime broadcast and TV advertising commitments fell 3.5% to $9.34 billion in the upfront market, while Primetime cable investment commitments fell 4.8% to $9.065 billion, according to Media Dynamics Inc. Meanwhile, the ad convective video center's commitment to streaming rose 35.3%, from $8.2 billion in the previous market to $11.1 billion. The industry is committed to streaming videos that are larger than videos dedicated to prime time broadcasts or prime time cables.