The Lions-49ers broadcast peaked at 59 million viewers in the 9:15 p.m.-9:30 p.m. ET slot. Per Inscape estimates, the NFL accounted for 46.3% of Sunday’s total TV consumption here in the U.S.

All told, the Divisional Round averaged 39.4 million TV viewers, up 8% versus last season’s 36.5 million. In keeping with its stranglehold over the tube, the NFL last weekend accounted for 38.3% of all U.S. TV consumption, according to Inscape estimates.

On the individual excellence front, let 2023 be remembered as the year Travis Kelce made himself a bundle at around the same time he started courting the world’s most famous lady. (Sorry, Madeleine Albright.) According to a report issued by iSpot.tv earlier this month.

Kelce’s creeping ubiquity is such that it’s next to impossible to sit in front of a television set without being bombarded by images of him. Since the NFL season kicked off on Sept. 7, Kelce’s commercials have racked up a staggering 1.42 billion impressions, according to iSpot.tv data, with advertisers shelling out $21.2 million to air his spots.

The NBA’s media partners also enjoyed a surge of business, as regular-season in-game ad spend on TNT/ESPN/ABC jumped nearly 13% year-over-year to just shy of $633 million. According to iSpot.tv data, that was good for a net gain of $71.3 million in spend across the three networks.

The last time a horse entered the Belmont with a shot at winning the Triple Crown was in 2018, when Justify did precisely that. The impact on TV ratings and advertising revenue is hard to overlook: per iSpot.tv data, NBC’s coverage of the 150th Belmont Stakes generated $9.55 million in sales, or nearly nine times what the network was able to scare up during last year’s far-less consequential race ($1.07 million).

In advance of the CBS no-show, Paramount CFO Naveen Chopra told analysts that the sports ad market “remains an area of strength,” as spending is on the rise among categories such as pharmaceuticals, travel and automotive. Chopra conceded that insurance continues to be a trouble spot for the networks, and the recent dilation in that particular sector is hard to overlook. Per iSpot.tv data, Geico’s 2023 TV spend is now at $169.1 million, down 50% versus its year-ago $339.7 million outlay.

Last year’s race out-performed Game 6 of the Warriors-Celtics title tilt on ABC (14.0 million viewers) and left Fox’s broadcast of the Phillies-Astros clincher (12.6 million) in the dust. The 148th running of the Derby finished 88th among all TV broadcasts, giving NBC’s 36 advertisers a whole lot of bang for their bucks. According to iSpot.tv data, NBC generated some $34.1 million in ad revenue over the course of the afternoon, which kicked off at noon EDT and wrapped seven-and-a-half hours later. In exchange, the Derby scared up 1.07 billion ad impressions among viewers age 18 and up.

Along with the official sponsors, among the top-spending advertisers were NetJets, State Farm, Sleep Number, Reese’s, Amazon Studios and Capital One, per iSpot.tv estimates. Disney also used the Slam as a means to promote ABC’s afternoon broadcast of the NCAA Division I women’s basketball championship between LSU and Iowa. All told, the Slam doubled the amount of ad revenue ESPN collected during the previous week’s analogous time slot.

According to iSpot.tv estimates, Clark’s performance helped the ESPN family of networks scare up 342.5 million adult impressions in primetime, more than doubling the 155.6 million impressions notched by last year’s analogous UConn-Stanford telecast. (Impressions are a measurement of the cumulative number of viewers watching across any given telecast.) While impressions data is directional at best, if the iSpot numbers are proportionate to the final Nielsen tally, Iowa’s victory will have eclipsed the all-time women’s hoops record of 5.68 million viewers, set by Diana Taurasi and Sue Bird’s UConn squad back in the 2002 title tilt.

Since the year began, Raw has lined up an eclectic roster of advertisers, many of which fall into the movies and munchies categories. Per iSpot.tv data, fans of the show are regularly barraged with messages from the likes of Domino’s, Pizza Hut, M&Ms, Dunkin’ and the confectioner Ferrero Rocher.

Other NCAA corporate sponsors include Aflac, Buffalo Wild Wings, Buick, Nissan, Pizza Hut, Unilever, Wendy’s and newcomer Dick’s Sporting Goods. The latter brand effectively replaced the insurance giant Geico, which dropped out of the program after a three-year run. Geico was the second-biggest spender during the 2022 tourney, per iSpot.TV estimates, investing some $41.3 million on ads over the course of the event. The top spender was AT&T, with a $66.1 million allocation.

The share estimates align closely with each brand’s advertising budget; per iSpot.tv estimates, FanDuel accounted for the greatest chunk of the $282 million spent on gambling ads during the 2021-22 broadcast season, in exchange for which it racked up 34% of the category’s overall impressions.

Since the year began, Caesars has reabsorbed “almost a half-billion dollars” in funds that originally had been earmarked for customer-acquisition/marketing efforts. And while the reduction in ad spend may have reduced sports fans’ exposure to Caesars pitchman J.B. Smoove—according to iSpot.tv estimates, the comic’s two most-deployed spots served up 519 million impressions during the 2020-21 TV season—the cuts thus far haven’t coincided with a proportionate decline in share.

Among car manufacturers, national TV ad spend in June plummeted 23% versus the year-ago period, to $161.3 million. Per iSpot, auto spend was off by nearly $50 million compared to June 2021, while sports buys made up just 21% of all car-ad impressions, down from 26%.

Per iSpot, Caesars accounted for 22% of all sportsbook TV ad impressions between September 2021 and May 2022, making it the second most-visible brand in the category behind only FanDuel.

According to iSpot.tv data, Disney and Turner Sports’ coverage of the two-month playoffs stretch raked in $842.4 million in sales revenue, as official NBA sponsors such as AT&T Wireless, State Farm, Google Pixel, Kia Motors and Taco Bell chased after the spring’s largest allotment of ad impressions. That marked a 19% lift over the $705.3 million that ESPN, ABC and TNT brought in during last year’s delayed postseason run, and a 54% rise compared to the 2019 haul ($546.2 million).