Third quarter TV ad spending was down 8% year-over-year, compared to the 31% year-over-year decline in the second quarter when sports shut down due to the pandemic. The rebound was in part because the NBA, NHL and MLB returned to action.
With the Tokyo Olympics next summer and the 2020-21 NBA season looking to start as soon as next month, ad recovery may not be out of reach — especially since sports programs account for more than 20% of TV ad spending in the U.S.
New Advertising Money
- Streaming services have tripled their ad spending this year.
- DoorDash has bumped up its spending 14%.
- Microsoft Office has spent $174 million on TV ads, up from none last year.
![[US, Mexico & Canada customers only] Feb 5, 2026; Riyadh, SAUDI ARABIA; Sergio Garcia in action during the second round of play at LIV Golf Riyadh at the Riyadh Golf Club.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_28164468_168416386_lowres.jpg?quality=100&w=1024)
