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Sports lifts broadcast share even as streaming widens its lead

Live sports gave broadcast a rare share gain — up 0.6 points to 26.6% on NBA playoffs and early World Cup coverage. But streaming widened its ad-supported lead to 48.2%, per Nielsen’s Q2 gauge, with cable flat at 25.2%.

Why it matters. Broadcast sellers can point to live sports as the one lever that still pulls share back from streaming, strengthening the case for premium sports ad pricing.

Based on reporting by nielsen.com · thewrap.com — Lucas Manfredi · tvtechnology.com — George Winslow · advanced-television.com.

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