NBA Broadcast Reach Surges as NBC, ABC Gain Larger Share of 2026-27 Schedule

The National Basketball Association is set to lean heavily into broadcast television for the 2026-27 season, with nearly one-third of regular-season national games slated to appear on NBC and ABC. This strategic shift toward big-reach networks highlights a significant advantage in household accessibility compared to traditional cable options.

According to data cited in a recent report, NBC and ABC are available in approximately 84 million U.S. television households through their affiliate relationships. This reach represents a 35% advantage over pay-TV, which reaches roughly 62.2 million households through the traditional cable bundle and virtual multichannel video programming distributors (MVPDs).

The move to broader distribution comes as the league’s viewership metrics show positive momentum. For the 2025-26 season, the average in-game delivery reached 1.78 million viewers per outing. This figure marks a 16% increase compared to the previous season’s average of 1.53 million viewers. Furthermore, the regular-season delivery numbers reported were the league’s highest in seven years.

The increased availability on broadcast networks like those operated by Comcast Corporation (NASDAQ: CMCSA) is likely a key factor in maximizing audience potential. Comcast, which operates media assets including NBC, is currently trading at $25.94, up 1.43% today. The company holds a market capitalization of approximately $90.7 billion and operates within the Communication Services sector.

What to watch

• Ad sales pricing and inventory sell-out rates for the 2026-27 season on broadcast vs. cable.
• NBC and ABC specific viewership retention numbers once the new schedule takes effect.
• Comcast’s future earnings reports for segment revenue growth within its Media division.

Source: original release