The 2026 NBA All-Star Game delivered its largest audience since 2011 – but behind the numbers was a highly concentrated visibility strategy across connected TV.
In 2026 NBA All-Star Game: Inside NBC and Peacock’s Push to Win Over the U.S., Looper Insights analyzes how NBCUniversal leveraged premium home screen real estate across major CTV devices to drive measurable impact.
Using Media Placement Value (MPV™), Dollar Media Placement Value ($MPV™), and Performance Media Placement Value (pMPV™), the report identifies where promotional value was most effectively concentrated – and how creative execution amplified performance.
Key Themes from the Report:
🏀 Scale Came from a Small Number of High-Impact Surfaces
A select group of top placements generated the majority of measurable value and projected reach across devices.
📺 Home Screen Positioning Proved Decisive
Full-page and primary navigation placements on the likes of Roku and Samsung TV secured above-the-fold dominance in high-traffic environments.
🎨 Creative Clarity Strengthened Conversion
The bold “USA vs World” visual contrast, star-driven imagery, and direct “WATCH NOW” messaging reinforced urgency and reduced friction.
Download the full report to explore the placement-level breakdown and performance metrics in detail.
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