Fox Corporation found a receptive audience among advertisers during the 2025-26 upfront cycle, where its Tubi streaming service, sports franchise and FOX News operations drew attention and assurances of revenue. Having principally wrapped negotiations, the Murdoch operation won a vote of confidence from Madison Avenue, which promised new spending highs. NBCUniversal, the first company to conclude negotiations, also had a record upfront propelled largely by sports, including what was said to be a sell-out on the Super Bowl inventory across linear, Peacock streaming, and Spanish-language Telemundo platforms (30-second spots reportedly reached $8 million).

“The Fox portfolio of industry leading sports, news and entertainment content delivered double-digit revenue growth in the Upfront for the second year in a row,” Fox Corporation President of Advertising Sales, Marketing and Brand Partnerships Jeff Collins said in Variety.

Citing “unprecedented audience growth across the Fox portfolio,” Collins thanked “trusted client partners” and their investment in a statement in Variety, which attributed most of the growth to “consumer-products giants, pharmaceutical marketers and financial-services firms.”

A show of upfront support is no small feat in a fickle U.S. media market with lots of options for where to spend and how to position its brands. The forward-looking aspect is popular on Wall Street, where Fox Corporation, despite being family controlled, is still publicly traded (with a market cap of $24 billion).

At a time when studios are struggling to wrestle streaming to profitability, the close of the upfront cycle saw Tubi adverting dollars increase by 35 percent, capping an earlier 2025 milestone in which Tubi exceeded 100 million monthly active users, according to Nielsen’s The Gauge, which pegged more than 1 billion hours of viewing. Meanwhile, Comscore declared FOX News Digital the brand leader in views and minutes.

According to Adweek, Fox Sports properties achieved double-digit volume growth when compared to last year. “Meanwhile, core sports properties exceeded $2 billion for the first time.” The figure does not include the FIFA World Cup, to which Fox has domestic rights in 2026, when the tournament will take place across three North American countries: the U.S., Canada and Mexico.

Adweek also reports a record for NBCUniversal, which claimed its “highest ad sales volume” in its history of the upfront cycle, achieving a new benchmark for overall commitments and its largest ever digital upfront. “The growth was fueled by sports and live events, which included the addition of the NBA, as well as the growth of Peacock,” Adweek reports.

According to Variety, NBCU said “that its new 11-year deal for NBA rights resulted in a 15 percent increase in upfront ad commitments across its core broadcast offerings of news, sports and entertainment, with a quarter of its NBA sponsors new to traditional linear TV.”