NBC has reserved its entire Sunday and Tuesday primetime lineup for live sports through spring 2026, a bold shift highlighting broadcast TV's growing reliance on unscripted, real-time events to combat streaming and ad-skipping.
The NY Times reports Sundays feature Sunday Night Football (8-11 p.m. ET) from September through early January, followed immediately by Sunday Night Basketball NBA doubleheaders starting February 1 through April 5—no scripted programming allowed.
The move stems from NBCUniversal’s $76 billion, 11-year NBA rights deal—launching this season with 100 regular-season games—paired with its long-dominant Sunday Night Football, TV’s top-rated show for 14 straight years.
No room remains for traditional dramas or comedies; affiliates have ceded the slots entirely, embracing live sports as a ratings powerhouse that demands real-time viewing and full-price ads.
The strategy reflects a broader industry trend: sports now dominate over 40% of broadcast primetime, as networks lean into unpredictable, communal spectacles amid declining scripted viewership and cord-cutting.