Ahead of Thursday’s kickoff of Season 20 of Sunday Night Football , NBCUniversal says ad inventory for next February’s Super Bowl and 90% of all NFL spots are already sold out.

Ad revenue for all NFL telecasts on NBCU linear and streaming platforms has already hit a new high, the company said Wednesday, though it did not provide a figure. According to estimates from EDO Ad EnGage, SNF took in $995.7 million in 2024, up 5% over the prior year.

NBCU has surrounded NFL games with other valuable sports programming, including the NBA, which is starting a new long-term deal next month, and the Winter Olympics in Milan-Cortina. During a 17-day span next February, NBCU will air the Super Bowl, the Winter Games and the NBA All-Star Game.

Flagship streaming service Peacock is also a k

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