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Celtics-Sixers delivers viewership pop, continuing NBA’s strong start
NBC’s Tuesday night regional package hits a new high as the Celtics‑Sixers showdown draws 4.4 million average viewers and peaks at 4.7 million, eclipsing last week’s 3.7 million and more than doubling the same week a year ago. The league’s primetime slot now averages 5.2 million viewers, up 37% from last season. Meanwhile, the Sixers’ appearances on ESPN and Prime Video also surge, with a 36% rating jump for the Celtics‑Pistons game and a near‑doubling of Prime Video viewership for the Sixers‑Cavaliers matchup. These gains mark the NBA’s strongest season‑opening ratings in years.
NFL viewership among highest recorded through halfway point
NFL viewership hits its strongest nine‑week average since the Nielsen people‑meter era began, with 18.3 million viewers through Week 9 – a 2% rise over last season and only trailing the 2010 peak. Week 9’s doubleheader on FOX drew 25.75 million viewers (down 19% from last year’s Chiefs‑Bills matchup), while Monday Night Football surged to 21.7 million, the biggest Week 9 MNF audience since 2005, and now averages 19.0 million – a 24% increase. Thursday Night Football climbs to a record 17.15 million average, and CBS daytime coverage reaches a new era high of 19.52 million. The data reflects Nielsen’s new “Big Data” methodology, which now includes out‑of‑home viewing.
Dan Hicks, NBC Sports veteran, has died
Longtime NBC Sports announcer Dan Hicks has died at 64 after an acute illness, his wife and ESPN anchor Hannah Storm announced. Hicks was the network’s lead golf voice for 26 years, calling Tiger Woods’ era, and also the primary commentator for Olympic swimming with Rowdy Gaines, Olympic skiing, Notre Dame football, NFL wild‑card games, and NBA broadcasts. His final call was the Stanford‑Notre Dame game in October. He joined NBC in 1992 after stints at CNN and Tucson TV.
News: Prime Video, Rex Ryan, iHeartMedia and more
Prime Video unveils its Duke men’s basketball broadcast crew—play‑by‑play Ian Eagle, analysts Stan Van Gundy and John Wall, and reporter Kayla Grey—for three games starting this month at T‑Mobile Arena, followed by matchups at Madison Square Garden and Detroit. Meanwhile, ESPN analyst and former NFL coach Rex Ryan faces misdemeanor charges after a Nashville hit‑and‑run, with his future at the network still unclear. iHeartMedia refutes Bloomberg’s claim that it may sell its podcast division, confirming it remains a core growth engine.
On the Air: Romo and Russini’s respective returns
The following article " On the Air: Romo and Russini’s respective returns " originally appeared on Sports Media Watch . In the latest "On the Air," Armand Broady examines the first steps back for a pair of exiled NFL media personalities, Tony Romo and Dianna Russini. Visit Sports Media Watch for more sports media news and information.
More variety in top CFB audiences as NBC’s Miami-Notre Dame wins week ten
NBC’s Miami‑Notre Dame showdown pulls a season‑high 9.1 million viewers (Nielsen + Adobe), eclipsing ABC’s Alabama‑LSU (8.86 M) and becoming week ten’s biggest audience across all networks. The win marks the second time NBC tops the weekly ratings this season, a shift from last year when ABC or FOX led every week. Notre Dame’s primetime draw nearly triples last year’s Navy game, and only two prior Notre Dame NBC broadcasts have exceeded this viewership. CBS ranks third with Oregon‑Ohio State (5.40 M) and ABC’s BYU‑Utah noon game rounds out the top five at 4.41 M, highlighting a broader spread of audience leaders among the networks.
News: Skydance, Sinclair, Dianna Russini and more
Skydance vows to stay disciplined in future sports‑rights deals, emphasizing its current CBS and TNT Sports portfolio and hinting at continued NFL ties despite pending antitrust provisions. Sinclair CEO Chris Ripley says lawmakers view the Sports Broadcasting Act of 1961 as limited to over‑the‑air TV, underscoring the broadcaster’s push to protect live sports on free TV amid streaming competition. Meanwhile, former NFL insider Dianna Russini returns to sports media with a BetUS TV digital show, “The Russini Report,” plus a column for the platform. The roundup also notes updates on Gray Media, Ligue 1, Space City Home Network and SiriusXM.
CFP officially expanding to 24 teams with new ESPN deal
The College Football Playoff expands to 24 teams next season after a unanimous CFP Management Committee vote and a new $1.7 billion ESPN deal. ESPN gains exclusive rights to the added 12 games, while the Power‑4 conferences drop their championship games, with the final title matches slated for this year. The revamped schedule pits the bottom third of the field against the middle third on campus sites, then introduces top‑seeded teams in the second round—marking the first time elite programs host playoff games. The opening rounds will air Thursday‑Saturday, with ABC slated for at least nine CFP broadcasts annually.
Mike Tirico will miss “SNF” this week; Noah Eagle to fill-in
Mike Tirico skips this week’s Sunday Night Football matchup between the Buccaneers and Bears due to an unspecified health issue, marking his first missed SNF assignment since becoming the lead voice in 2022. Noah Eagle steps in as the play‑by‑play commentator alongside Cris Collinsworth and Melissa Stark, and will also cover Tuesday’s Celtics‑Sixers game. Tirico, who was set to hit his 300th NFL broadcast, says he’ll return for next week’s Steelers‑Bengals game. Eagle, the designated backup for the February Super Bowl, discusses the challenges of adapting to Tirico’s personal broadcast charts.
Florida-Georgia, OSU-USC, top light week nine in college football
Week nine’s college football TV ratings highlight a tight race between Florida‑Georgia and Ohio State‑USC. The SEC showdown drew a 3.2 rating and 7.05 million viewers on ABC, peaking at 8.6 million, but fell short of last year’s numbers and the Alabama‑South Carolina benchmark (3.9 rating, 7.84 M). NBC’s primetime Ohio State‑USC combo posted a 3.1 rating with 6.61 million linear viewers and strong streaming totals, making it NBC’s biggest “Big Ten Saturday Night” audience. The Big Ten claimed two of the top three spots, with Indiana’s overtime win over Minnesota pulling 4.93 million on CBS. ABC secured three of the top five slots despite airing only one SEC game, and even won the noon window with Notre Dame‑Navy.
NFL enjoying multiple viewership milestones at eight-week mark
The NFL hits a record‑pace viewership milestone through Week 8, averaging 18.45 million viewers—up 3% from last season and the highest for this point in the Nielsen people‑meter era (since 1988). CBS leads the surge, posting a 19.56 million average (5% rise) and the network’s biggest audience ever, bolstered by the Chiefs‑Broncos showdown (28.18 M viewers). Thursday Night Football on Prime Video climbs 13% to 17.56 M, while Monday Night Football hits an eight‑week high of 18.6 M. Sunday Night Football remains the top primetime draw at 22.6 M, though down from last year. The data reflects new Nielsen “Big Data” methodology and growing out‑of‑home viewing.
SNY ends two weekday studio programs
SportsNet New York (SNY) cancels its two weekday studio shows—daily "SportsNite" and half‑hour "Baseball Night in New York"—after 20 years on air. The cuts follow layoffs of much of the editorial staff and come as the network, owned by the Wilpon‑Katz family, seeks new financial backing amid broader RSN downsizing. SNY will still deliver Mets and Jets pre/post‑game coverage, a mid‑week Jets program, "Mets Hot Stove," and syndicated WFAN content. The move mirrors similar programming reductions at MSG and YES Networks, while SNY continues its $25‑monthly direct‑to‑consumer service and retains carriage through most cable and streaming platforms.
News: LIV Golf, Nexstar, Formula One and more
LIV Golf moves toward liquidation after BC Partners abandons a financing deal, ending the league’s Chapter 11 process and Saudi PIF funding; a deadline on Oct. 25 passed without a rescue pact. Meanwhile, Nexstar’s COO says the CW network will chase marquee sports rights, eyeing NHL packages and possible College Football Playoff sublicenses as sports now fill half its airtime. Formula One CEO Stefano Domenicali reveals Apple will likely bid for F1 media rights outside the U.S., following its first‑year U.S. streaming deal. The roundup also touches on TKO Group, BravesVision, Coachella Valley Lakers and Neil Everett news.
Fox Corporation closes quick acquisition of Roku
Fox Corporation finalizes its $22 billion cash‑and‑stock purchase of Roku, accelerating a deal originally slated for early 2027. The merger gives Fox shareholders a 74% stake and adds Roku to Fox’s streaming lineup, which already includes Tubi and accounts for about 5% of Nielsen’s P2+ streaming viewership. Roku’s CEO Anthony Wood joins Fox’s board as co‑chair of Digital Platforms. Roku reported a 113% jump in adjusted EBITDA to $248.8 million and a 23% rise in platform revenue to $1.3 billion, highlighting its sports hubs like NFL Zone. The acquisition opens new avenues for streaming live sports, though Fox’s exact strategy for Roku remains unclear.
NBA viewership trending at high through first two weeks
NBA viewership surges in the season’s first two weeks, with an average of 2.92 million across NBCUniversal, ESPN and Prime Video – a 25% rise over last year and the highest regular‑season average on record (excluding the delayed 2011‑12 and 2020‑21 starts). Prime Video leads growth, up 101% to 2.38 million viewers and delivering a 2.62 million audience for a Friday double‑header, while NBC’s “Coast to Coast Tuesday” hits a record 3.7 million combined viewers. Overall, the new Nielsen‑Big Data methodology shows a 52% jump to 2.35 million in week two, signaling the strongest start for the NBA’s second‑year media rights deal.
WNBA has most-watched playoffs since inaugural season
The 2026 WNBA playoffs become the most‑watched postseason since the league’s 1997 debut, averaging 1.49 million viewers across NBCUniversal, USA Sports, ESPN/ABC and Prime Video—a 27% jump from 2025. The historic Game 7 between the Valkyries and Dream tops all with 3.28 million viewers, the highest ever for a WNBA playoff game. The seven‑game Finals averaged 1.88 million, up 30% from last year and the biggest Finals audience since 1999. NBCUniversal led with 1.72 million per game, while the regular season also set a viewership record with 731 000 average and a 3.31 million peak for Fever‑Sky in August.
MLB Network to continue airing “Intentional Talk”
MLB Network scraps its planned cancellation of the afternoon talk show “Intentional Talk” after a flood of fan and player support. The show, hosted by Kevin Millar, Ryan Dempster and Siera Santos, will continue beyond its fourth season, thanks to a reversal by Commissioner Rob Manfred, Deputy Commissioner Noah Garden and other executives. The hosts celebrated the decision on the would‑be final episode, citing overwhelming response at the 2026 World Series in Milwaukee. The series, a 16‑season staple since its 2011 debut, joins other MLB Network studio programs like “Hot Stove” and “MLB Tonight.”
WNBA Finals Game 7 among league’s most-watched games
Game 7 of the Dream‑Valkyries WNBA Finals becomes the league’s most‑watched playoff contest, averaging 3.28 million viewers on USA Network, CNBC and Peacock—surpassing the 1999 Game 3 record (3.25 M). The Golden State victory also tops cable viewership (2.58 M) and ranks fifth overall behind historic NBC and ABC broadcasts. Viewership jumped 53 % from the 2024 Game 5 (2.15 M), and the telecast beat all cable programming that day, outpacing college football and ESPN’s College Gameday. USA’s post‑game show drew 1 M viewers, the highest in two decades. The data reflects new Nielsen methodology that now includes out‑of‑home and co‑viewing metrics.
News: Fox Corporation, Versant, MLB and more
Fox Corp CEO Lachlan Murdoch says the company will pursue the next two FIFA World Cups "in a disciplined manner," weighing English and Spanish rights as FIFA prefers a bundled partner. Fox, the U.S. English-language rights holder since 2015, reported a 47% ad‑revenue boost from the 2026 tournament and $4.6 billion quarterly revenue. Meanwhile, Versant CEO Mark Lazarus forecasts modest "rationalization" of sports portfolios, stressing price discipline and hinting at limited interest in out‑of‑market NFL games after the recent Sunday Ticket ruling. MLB proposes a one‑year salary‑cap delay, and other updates cover NFL Sunday Ticket, DAZN, ESPN, and the Seattle Kraken.
On the Air: Will Aikman controversy blow back on Joe Buck?
Joe Buck’s long‑standing partnership with Troy Aikman may be ending after a heated dispute ahead of ESPN’s Bills‑Rams game. Reports from The Athletic and Front Office Sports reveal that Buck secured a six‑year, $18 million‑per‑year extension in spring 2022, while Aikman feels blindsided by the renewal and claims Buck kept the deal secret. Sources describe Aikman as a demanding figure and Buck as a self‑serving opportunist, reviving old criticisms of Buck’s legacy and nepotism. The fallout could reshape ESPN’s NFL broadcast team and reignite debates over Buck’s career and on‑air bias.
Monday Musings: The More Things Change
Marking Sports Media Watch’s 20‑year anniversary, the blog reflects on how the sports‑media landscape has shifted since 2006. That year the World Series drew a low 15.81 million viewers, the NBA faced claims of decline, college football debuted the BCS championship, and the NFL launched Thursday Night Football under Roger Goodell. Fast‑forward to 2026: the WNBA’s viewership has tripled since its 2006 finals, women’s college basketball hit record numbers with the 2024 title game, and UFC has become mainstream. Meanwhile, cable’s dominance has waned—Turner Sports now sits with CBS after multiple sales—highlighting the persistence of old trends amid new media realities.
Michael Wilbon taking leave of absence from “PTI” due to health issues
ESPN’s veteran co‑host Michael Wilbon announces an indefinite leave of absence from “Pardon the Interruption” (PTI) due to multiple health issues that have worsened over years, including diabetes complications and recent hospitalization. The 67‑year‑old, who celebrated PTI’s 25th anniversary just two weeks ago, described his condition as an “injured‑list trip” and hopes to return to sparring with Tony Kornheiser once recovered. Wilbon, a former Washington Post columnist and former NBA Finals host, previously survived a 2008 heart attack but says the current health concerns could keep him off the show for an unknown period.
Weekday matinee WNBA Finals Game 6 audience on par with primetime games
Despite a 12:30 PM ET weekday start, Game 6 of the WNBA Finals drew 1.5 million viewers—matching primetime numbers and outpacing Games 2 (1.33 M) and 5 (1.43 M) that aired opposite Monday Night Football. Including the 8 PM encore, the Valkyries‑Dream matchup averaged 1.7 million, making it the fifth‑largest cable Finals audience ever. Scheduling shifts, forced by arena conflicts, moved the game to a matinee, echoing similar weekday moves in MLB and NBA broadcasts. Game 7 will return to a Saturday night slot.
MLB Postseason viewership hurt by World Series, but still on the high side
The 2026 MLB postseason averaged 5.49 million viewers—a 13% dip from 2025 but still the highest‑rated postseason since 2019. A shorter World Series between the Milwaukee Brewers and Tampa Bay Rays, projected at 12 million viewers, dampened overall numbers, making it one of the least‑watched Fall Classics despite beating recent non‑Dodger series. Still, the Brewers’ “Gentleman’s sweep” drove record LCS ratings, with the four‑game NLCS averaging 7.53 million, the highest in a decade. Viewership fell sharply for teams from large markets, with only 13 games featuring L.A. or New York clubs.
WNBA Finals nears Game 5 high, but viewership takes hit from competition
Game 5 of the WNBA Finals drew 1.4 million viewers on USA Network, CNBC and Peacock, a solid figure but lower than the 2.15 million peak two years ago. It marks the highest Game 5 audience ever for a winner‑take‑all matchup, surpassing the previous record of 913,000 set in 2017. The broadcast faced fierce competition, airing opposite Monday Night Football (18.8 M viewers), the World Series (8.3 M) and an NBA regular‑season game, yet still outperformed the series’ second‑lowest rating (Game 2, 1.2 M). This was the first WNBA Finals game to clash with the World Series, and future schedules may avoid such overlap under a new CBA.
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