NBA game coverage generated a record $2.11 billion in advertising revenue during the 2025-26 season, marking a 38% increase from the previous year, according to a new report from Guideline. The league's distribution partners booked $580 million more than the prior season's $1.53 billion total.

The growth stemmed largely from higher costs per thousand ad impressions, driven by the NBA's expanded broadcast reach under its 11-year, $76 billion media rights agreement with Disney's ABC/ESPN, NBC Sports and Amazon's Prime Video. The league significantly increased its presence on over-the-air television, airing 62 regular-season games on NBC and ABC last season, up from just 24 the year before.

That number is set to grow further in 2026-27, with NBC and ABC combining for 71 broadcasts. The two networks reach approximately 84 million U.S. television households, a 35% advantage over traditional pay-TV distribution.

Average in-game viewership climbed 16% to 1.78 million viewers per game last season, marking the league's highest regular-season numbers in seven years. The NBA's three media partners combined for $870 million in regular-season ad sales, a 74% jump from the prior year, while playoff coverage added another $987.9 million.

The five-game NBA Finals, won by the New York Knicks for their first title since 1973, generated $256.1 million in ad sales, up 39% from the previous year's series between the Indiana Pacers and Oklahoma City Thunder.

Streaming platforms saw the most dramatic growth, combining for $874 million in total ad spend compared to just $10 million during the 2024-25 season. ABC/ESPN led all partners with $824.5 million in total sales, followed closely by NBC Sports at $782.2 million and Prime Video at $507.4 million in its debut season with the league.

Amazon's NBA broadcasts attracted a notably younger audience, with a median viewer age of 46.9 years compared to 56 years for traditional linear broadcasts. Entertainment and media brands led all advertising categories with $232.7 million in spending, followed by technology companies at $215 million.