NBCUniversal Wraps Upfront Sales Process, Citing Record Volume Largely Due To Live Sports

Group 1 - NBCUniversal has completed its 2025-26 upfront negotiations, reporting record ad sales volume but not disclosing total revenue or rates [1] - Live sports events, including the Milan Cortina Olympics, Super Bowl LX, and FIFA World Cup, significantly contributed to the sales effort, surpassing previous benchmarks [1] Group 2 - Peacock accounted for one-third of total upfront ad sales volume, achieving a new record, marking the digital upfront as the largest in the company's history [2] - The return of the NBA to NBC starting this fall was highlighted as another key driver for ad sales, with games also set to stream on Peacock [2]