of total TV ad revenue on major linear channels from September to November, per SMI data cited by MediaPost — well before the NFL's playoffs began in late December.
At some point, it's likely that streaming environments will dominate Super Bowl viewership — but as of now, professional sports streaming is still in its early days. Even though the NFL has been toying with streaming deals — it inked a 13-game, deal with Amazon to stream "Thursday Night Football" this past season, for example — viewership remains relatively low compared with linear.
As younger, digital-native generations mature, these viewership figures are likely to begin balancing out, but until then linear sports viewership will remain top of mind for advertisers.
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