• Loading stock data...
Wednesday, July 9, 2025

ViacomCBS Gets Ad Sales Boost from Sports

  • ViacomCBS closed out its ad sales with much of its growth attributed to sports.
  • The company is paying over $2 billion a year to show NFL games from 2022-2033.
Kirby Lee-USA TODAY Sports/Design: Alex Brooks

ViacomCBS closed out its upfront advertising sales and attributes much of its growth to sports.

The network, which is still catching up with giants like Disney in the streaming wars, secured an estimated $2.03 billion to $2.66 billion for its linear primetime programming, up by as much 6% from last year.

CBS broadcast Super Bowl LV in February, driving its first-quarter ad revenue to $1.8 billion — up 40% year-over-year. Even though the Big Game will be on NBC next year, the NFL was still a key driver for CBS’ ad sales.

The company will pay more than $2 billion annually to broadcast NFL games on CBS and Paramount+ from 2022-2033.

In addition to the 100-plus football games CBS has on its schedule, the network emphasized its soccer, golf, and college football and basketball programming.

It’s been a banner year for advertising sales across the board.

  • Fox reported sales were up around 20% for linear and digital.
  • Disney had double-digit gains, primarily due to live sports.
  • NBCUniversal and WarnerMedia each said this year’s upfront was the most successful in company history.

ViacomCBS’ revenue grew 14% to $7.4 billion in the first quarter. The media conglomerate recently raised nearly $3 billion to grow Paramount+’s global reach.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Fox Extends Erin Andrews, Charissa Thompson Contracts Ahead of NFL Season

Changes are coming at Fox, but Andrews and Thompson stay put.
TSU Hockey at Bridgestone

Tennessee State’s HBCU Hockey Ambitions Delayed at Least a Year

The school will not launch the first-of-its-kind program as intended.

Texas Sports Teams, Leagues Donate Over $5M to Flood Relief

NFL, MLB, and NBA teams in Texas donate to flood recovery efforts.

Chiefs Delay Stadium Decision As Kansas Dangles Dome Dreams

Kansas legislators extend bonds for potential Chiefs and Royals facilities.

Featured Today

Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
Paige Bueckers
exclusive

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
Jul 6, 2025; Houston, Texas, USA; Mexico forward Marcel Ruiz (14) heads the ball in front of United States midfielder Brenden Aaronson (11) in the second half during the 2025 Gold Cup Final at NRG Stadium.
July 7, 2025

USMNT Struggles Still Produce Big Gold Cup Ratings for Fox

The U.S. team’s recent issues culminated in a loss to Mexico.
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.
July 8, 2025

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 2, 2025

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
Leo Messi
June 27, 2025

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.
June 24, 2025

Fever vs. Aces Draws 5th-Largest TV Audience of 2025 WNBA Season

ESPN will carry seven more Indiana Fever games this year.
June 23, 2025

NBA Finals Game 7 Is Most-Watched Since 2019, but Series Drops 9%

Game 7 drew 16.35 million viewers, the most-watched NBA game since 2019.