Nielsen data shows sports accounted for nearly 30% of all ad-supported TV viewing in Q4 2025, with broadcast TV without sports at just 9.8%. The NFL season, college football and MLB postseason drove the outsized numbers, highlighting live sports' critical role in linear TV advertising. https://www.marketingdive.com/news/nielsen-sports-continues-to-prop-up-ad-supported-tv/814781/ #Marketing #Strategy #Analytics #Nielsen