NBCU said it has wrapped up its 2025-26 upfront sales season, omitting a discrete figure for the traditional prime-time daypart, but claiming a 15% increase for all broadcast dayparts, and touting
other discrete, but high-growth categories such as sports (+45%), net sales from new small and medium-sized businesses (+30%), and streaming service Peacock (+20%). The latter which now accounts for
a third of the parent company’s total 2025-26 upfront sales volume.