Sports viewership among most sports leagues continues to set new records. According to a new CNBC questionnaire, a Nielsen executive credited the new Big Data + Panel for gains made in the past year. However, he warns the next year will not be as significant.
What We Know: Nielsen’s Big Data + Panel currency will turn one year old this September. Meanwhile, ESPN’s first-half 2026 ratings were the network’s best since 2012, despite continued cord-cutting. Additionally, leagues from the NFL to college football have posted steady year-over-year gains since the shift began. Still, some properties, including NASCAR, have already pulled back from Big Data + Panel this year. The league went back to the older model of measurement. In a CNBC questionnaire regarding if sports viewership ratings are in a “bubble,” Nielsen warns that the big year-over-year gains of the past year will likely not continue into the fall sports season.
What They Said: (via CNBC answering: Are we in a sports viewership ratings “bubble?”)
Brian Fuhrer, Nielsen senior vice president of product strategy and thought leadership: “It’s really important to understand that Nielsen has made some methodological improvements that impact sports and everything in general, but in particular sports. The number one thing there is we’ve expanded our out-of-home measurement … Home markets are super important to sports rates. So, we have seen increases directly attributable to that enhancement that we expect to continue, but we won’t see a big year-to-year bump.”
Jimmy Pitaro, ESPN Chairman: “The answer is a fast no. First off, [ratings] measurement is getting better and much more accurate, including, of course, out-of-home and now streaming usage being accounted for. Every time the industry expects a downturn, numbers continue up and to the right.”
What Remains Unclear: Whether Nielsen’s more modest fall 2026-27 outlook signals a genuine plateau is unclear. Also uncertain: whether other leagues follow NASCAR’s lead and step back from Big Data + Panel.
What It Means: For now, both executives agree ratings aren’t collapsing, even if they disagree on momentum. Networks like ESPN can keep pointing to record numbers when courting advertisers. But Nielsen’s own admission — a “big year-to-year bump” isn’t coming — could temper expectations heading into the new season. Ultimately, the debate signals confidence in sports as counterprogramming to streaming’s audience fragmentation.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.